SOYJOY goes on offensive against bad snacks

27 September, 2010

Online push coupled with event

SINGAPORE — In a scene reminiscent of old western movies, the French Fries Man is captured by vigilantes and torn apart into pieces by a horse. Sounds violent? Hardly. Building on the success of last year’s ‘Much Effort, Little Effort’ campaign, which helped to establish SOYJOY as a low GI bar beneficial to weight management, SOYJOY and Ogilvy & Mather Singapore have launched ‘Anti-Snack’: a three-part animated series that portray SOYJOY as the perfect antidote against unhealthy snacks in a similarly humorous manner.

Titled “Showdown at Hawthorn Village”, “The Massacre of Fries” and “The Last Revenge”, the mini webisodes can be found at the SOYJOY website ( In each webisode, various characters take on junk food such as curry puffs, donuts, French fries and fried chicken, aided by low GI SOYJOY bars. The villains are ultimately slain, and consumers are encouraged to take the Anti-Snack pledge.

Said Troy Lim, Creative Director, Ogilvy & Mather Advertising Singapore, “Most women have constant battles with their weight, and more often than not, the common enemy to weight management is unhealthy snacking. By positioning SOYJOY as the 'Anti-Snack', we want women to feel empowered to 'Fight Bad Snacks' with low GI SOYJOY.”

Targeting women between 25 to 35-years-old, the online campaign is also accompanied by an event that happened on September 16 and 17. The four bad snacks made an appearance and consumers got to win attractive prizes by shooting at them with toy guns.

Added Jon Loke, Head of Art, Ogilvy & Mather Singapore, “The campaign lives predominantly in the online space, because we're targeting upwardly mobile women who spend a large part of their time on the move. Online is the perfect medium to reach them while they're out and about.”

The online campaign also dovetails with the launch of the SOYJOY website ( in July. Within the first two months of its launch in July, the website has garnered more than 26,000 hits.

Creative Agency : Ogilvy & Mather Advertising Singapore
Brand / Client : SOYJOY
Campaign Title : The Anti-Snack Campaign
CD : Troy Lim \ Jon Loke
Copywriter : Adrian Yeap
Art Director : Chris Soh, San Yap
Planners : Sonal Narain
Account servicing : Kim Tan

Ogilvy & Mather Singapore

For further information, please contact:
Long Li Yann, +65 9856 5405  

Jane Fraser, +65 9821 2914  

About Ogilvy & Mather
Ogilvy & Mather ( is one of the largest marketing communications companies in the world. Through its specialty units, the company provides a comprehensive range of marketing services including: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion, relationship marketing. Ogilvy & Mather services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a part of the WPP Group (NASDAQ: WPPGY, For more information, visit

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