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Leo Burnett And Special K’s New Own It Campaign Celebrates Real Women Eating Real Food
Liz Unamo| 6 de junio de 2017
Leo Burnett Chicago creó la campaña Own It
Leo Burnett Chicago’s campaign wants women to be confident in the food they eat.Special K knows that today’s women are doing amazing things. They are breaking barriers, accomplishing milestones and have more confidence than ever, but there is one area of doubt that remains—food doubt. Special K aims to tackle this issue by providing real, wholesome ingredients that leave no room for doubt.Nowadays, women are constantly bombarded with conflicting “advice” on what to eat and what not to eat. Every day there is a different food fact that claims to be the key to lifelong health and well-being. This has created a growing feeling of food doubt and frustration from women trying to understand what is actually good for them.Food doubt among women is also often a result of what they see in entertainment. When watching TV, they rarely see women actually eating – even when the scene is set in a restaurant. While the man is seen picking up a fork, the women’s plate remains untouched. And when you search online for images of women eating, your results will either be overly prim and proper or over-sexualized.
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