THE CHALLENGE
LU biscuits launched a brand new cookie. Big in flavour, big in impact, but named “Le Petit Cookie”. To launch the new biscuit, LU wanted to create a compelling piece of content that would complement their above-the-line marketing and showcase its delicious taste, all while incorporating lighthearted humor at its heart..

THE STRATEGY
The biscuit may be “petit” in name, but it is certainly big in taste! The strategy will play on the fact that sometimes the names of things are inaccurate… or just wrong! Introducing: “Wrong, Said Fred”, where we send Fred Sirieix to find out how the general public would rename some of those things – one of which being Le Petit Cookie.

THE CREATIVE
In a pacey and energetic film, Fred Sirieix is our roving reporter, challenging members of the public to rename some badly named things. Aptly, he’s in Piccadilly Circus, so starts right there. Not a clown in sight, so why is it called a circus? Fred finds out exactly what the public think in these hilarious mini interviews, and finally asks if “Le Petit Cookie” is the correct name for this biscuit. And of course, with the big chocolate chunks and huge flavour, it’s a resounding “no!”.