Britannia Snack Inc.
Context
Britannia needed a unified, Gen Z-friendly Instagram presence for its diverse biscuit portfolio.
Insight
Snacking is culture, rooted in everyday rituals and nostalgia.
Idea
We created Snack Inc., a playful snack-tertainment hub where every product exists as part of one cohesive, character-driven universe.
The challenge was bringing together decades of legacy and vastly different product personalities without losing cultural relevance. I approached this by defining a clear Jester x Creator archetype and grounding the strategy in real human behaviours like chai-time rituals, 4 p.m. hunger, midnight munching, and childhood nostalgia. The goal was to shift from product-led communication to something more cultural and participative.
Snack Inc. turned a fragmented product feed into a cohesive content universe. It allowed Britannia to stay rooted in its legacy while feeling native to Gen Z scroll culture, creating a space that was engaging, flexible, and built for community.
Snack Inc. was designed as a system, not just a page. I helped build a content ecosystem that balanced BAU with high-impact formats like reels, ASMR-first recipes, stop motions, product styling, topical content, and influencer collaborations. Each product was treated like a character, interacting within a consistent, warm, and mischievous brand voice. Hero formats like Feed On Our Feed added structure and repeatability to the content.
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