Mumbai: Britannia The Laughing Cow has launched its new campaign, ‘Snacking Ka New Angle’, inviting consumers to rethink everyday snack time by positioning cheese as a convenient, ready-to-eat snack. At the centre of the campaign are Britannia The Laughing Cow Cheese Triangles, designed to be enjoyed on their own, anytime and anywhere.
Traditionally associated with cooking or served as an accompaniment, cheese is now stepping into a more versatile role. Britannia The Laughing Cow Cheese Triangles are positioned as a creamy, delicious, and perfectly portioned snack that fits seamlessly into everyday routines. With an easy-to-open, non-messy triangular format, the product is suited for consumption at home, at work, or on the go, without any additional preparation.
Backed by global cheese-making expertise and adapted to Indian tastes, the cheese triangles are known for their soft, creamy texture and rich flavour. Enriched with five essential nutrients, including protein, calcium, and vitamins A, D, and B12, they are aimed at meeting modern snack-time expectations where taste and mindful choices come together. Through this proposition, Britannia The Laughing Cow continues to pioneer a cheese snacking culture in India beyond traditional usage occasions.
The campaign is brought to life through a brand film conceptualised by Schbang. Set in a relatable household scenario, the film uses light humour and the geometry of the cheese triangle to highlight a simple shift in perspective, showing how snack-time decisions no longer need to feel like a compromise. The narrative positions the cheese triangle as a clever solution that satisfies multiple expectations, making snack time both easier and more enjoyable.
Commenting on the campaign, Nandita Kamath, CMO, Britannia Dairy, said, “Everyday snacking often comes with small negotiations at home, where taste preferences meet a need for mindful choices. With ‘Snacking Ka New Angle’, we are contributing to this reality by reimagining cheese triangles as a ready-to-eat snack that can be enjoyed on its own, fitting seamlessly into everyday moments. Britannia The Laughing Cow Cheese Triangles reflect our commitment to quality, value, and innovation, shaped by global expertise and local understanding.”
Puru Agarwal, Creative Director, Schbang, added, “Snack time is one of those everyday moments where moms are constantly navigating choices for their kids. This campaign taps into that reality and shows how a simple product innovation, like the cheese triangle, can make those moments feel easier and joyful.”
With ‘Snacking Ka New Angle’, Britannia The Laughing Cow offers a fresh take on everyday snacking, transforming cheese from a supporting player into a satisfying snack experience in its own right.
