Ad of the Day | Healthy Box and Reezalt Present: "Spring Is Coming"

Feb. 26, 2021

• Overview & Creative Challenge: 

HealthyBox delivers custom healthy meals to your door that help you maintain a healthy weight. Despite helping 10,000 people become more confident over 8 years, few people know about the brand. The creative challenge was to communicate the fact that maintaining a healthy weight is not body-shaming, but is being aware that eating habits change over time and you need to be alert to stay healthy.

• Creative Solution: 

It’s no secret that people feast during New Year and Christmas celebrations. More eating means gaining extra pounds during the winter break. Gaining additional weight means not fitting into your own clothes! Especially when spring comes around you’re going to notice that your favorite shirt just doesn’t quite fit. So Reezalt found several friends that had gained weight from eating too much and asked them to wear their favorite spring clothes and voila; spring is coming was born. People had gained a few extra pounds and their clothes were too tight.

• The Objective: 

The ad’s visual, copy, and main placement support each other to create a cohesive and relevant message that will build upon the consideration stage of the audience and ultimately lead people to consider calling HealthyBox. Reezalt want people to say “Oh wow”, “What on earth is that?” and then think to themselves, “ Yeah, it's probably time”. 

• Results: 

So far the campaign has generated 500,000 impressions in Yerevan City, multiple discussions on social, website traffic has increased by 2000% and the campaign is still in its growth stage.

The copy reads "Garun e Galu"; which translates to spring is coming with an interesting rhyme in Armenian. The copy hints at 3 messages: 

• That you are going to have to try on your Spring clothes from last year and you might not fit into them 
• That you should be optimistic after a difficult period in everyone's life because of COVID-19 
• That during the Spring months, people become more sexually active (helps in terms of virality and organic content)