Salamat Biscuits: Kids' Single-Serve Biscuits for School | Clapboard Ad Archive

Salamat Biscuits - Single products

Description

In 2024, Salamat Biscuits, one of the oldest biscuit factories in Iran, launched a new range of single-person biscuit products designed specifically for children to enjoy at school. Created by the ad agency 2milimeters, the campaign titled Salamat Biscuits - Single products captures the brand’s commitment to catering to the lifestyle and needs of young consumers by offering convenient, individually packaged biscuits that fit seamlessly into school routines. This film medium campaign focuses on highlighting the practicality, portion control, and wholesome appeal of these biscuits as the perfect snack for children during their school day. By tapping into the emotional connection parents have with providing nutritious and easy-to-carry snacks, alongside the children’s desire for tasty, shareable treats, the campaign drives awareness and preference for Salamat’s new single-serve offerings. Set against the backdrop of Salamat’s heritage and trusted long-standing presence in the Iranian market, the communication strategy emphasizes the blend of tradition and innovation, positioning these products as a modern response to contemporary snacking habits. The campaign’s core idea grew from recognizing the market shift towards personalized, convenience-driven consumption and the importance of targeting young consumers and their families in a meaningful way. Through evocative storytelling and relatable scenarios, Salamat Biscuits becomes a staple of the school snack experience, reinforcing the brand’s role in nourishing the next generation with quality, heritage-backed products that meet today's on-the-go lifestyle.

Credits

Client

Salamat

Agency

2milimeters

Director And Head Of Ideation Team

javadsamiei

Crew

Mohsen Sharifian, Reza Rezaei, Majed Jabalameli, Ahmad Asgarian, somayeh mohamad rezaei

Cinematographer

iman ghanbari

Ideation Team

Ari Taba, Yasin Rajaei

Photography

Somaye Mohammad Rezaei

Narrator

bijan bagheri

Music

karang karbasi

More like this

Huzzah! - Thomas' Breakfast | Clapboard Ad Archive

Huzzah! for Thomas’ Breakfast marks a bold reimagining of the brand in the Year 2024, with DDB Chicago at the creative helm steering an integrated campaign that leverages both contemporary digital ecosystems and a refreshingly unconventional brand voice. The campaign’s central creative idea—a flamboyant, enthusiastically medieval persona named Thom who extols the virtues of savoring breakfast—occupies a clear white space in the crowded U.S. Food & Drink market, leveraging what Clapboard’s taxonomy would classify as FORMAT#11—Unique Personality Property. Rather than defaulting to straightforward product demonstration or user imagery, the work personifies Thomas’ heritage with a cheeky nod to courtly ceremony, delivering a series of narrative film assets across Meta, Pinterest, TikTok, and high-impact streaming environments like Paramount+, Peacock, Hulu, and Tubi, optimized for reach among digitally engaged and experience-seeking consumers. The thrust of the campaign is to elevate the morning ritual from a forgettable routine to a moment charged with celebration, deploying an exuberant tone and distinctive vernacular that set Thomas’ Breakfast apart from ingrained family-friendly staples like Eggo, legacy authenticators such as Pearl Milling Company, or the wholesome pedigree evoked by Nature’s Path. Strategic media placement ensures penetration where breakfast occasions are culturally, socially, and demographically primed—catching viewers on-the-go and at home, meeting their appetite for both entertainment and substance. DDB Chicago’s approach, supported by Vault Communications, PHD Media, and Millennium Communications, makes skillful use of character as an organizing principle: the Thom persona is not simply a mouthpiece but a brand asset, building equity through a memorable presence and campaignable depth, eliciting engagement and dialogue in a category too often reduced to generic claims of convenience or healthfulness. By furnishing Thomas’ Breakfast with an unmistakable voice and sense of occasion, the campaign stakes a claim on emotional connection and brand distinctiveness, encouraging repeat consideration while invigorating a legacy food brand with the momentum needed to sustain relevance well beyond a single media flight. The campaign earns 63/100 in Clapboard’s global creative archive. For the industry, Huzzah! is a signal moment that demonstrates both the creative advantage and business value of investing in singular, ownable brand properties that can thrive across both emerging and established media.

Campaign Proposition

Salamat Biscuits, a longstanding and well-established Iranian brand, introduces a line of single-serve biscuit products aimed specifically at children for consumption in school settings. The campaign capitalizes on the evolving needs of modern families and children, emphasizing convenience, portion control, and suitability for on-the-go consumption within the school environment. By focusing on single-person packaging, the brand addresses practical concerns such as freshness, ease of sharing, and suitability for a child's independent snack time, positioning Salamat as both a trusted and adaptive player in the food category. The market strategy leverages a clear consumer insight: children require easy-to-handle, hygienic, and portable snack options during school hours, while parents seek reputable brands that offer quality and reliability. This dual-focus targeting underpins the creative approach, which highlights the relevance of product design in children’s daily routines. The campaign’s film medium serves to visually connect the product’s attributes with the natural behaviors and preferences of its young consumers, enhancing relatability and reinforcing the functional benefits of the new single-serve format. By aligning the brand’s heritage with contemporary consumption patterns, the campaign balances tradition and innovation, fostering trust among parents while engaging children through appealing, child-centric messaging. This strategic positioning aims to reinforce Salamat’s presence in the competitive food market by carving out a niche that responds directly to lifestyle changes and evolving snack consumption habits.

Creative Device

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign most likely utilizes "Associated User Imagery" because all the cues emphasize the alignment between the product and a specific user segment—children, particularly those who need snack-sized products for use at school. The core creative idea is rooted in the new packaging format—single-person servings—directly aimed at school-aged children, making them the relatable protagonists or users in any visual or narrative representation. There is no evidence of a literal story arc, problem-solution framing, direct demonstration, or use of testimonials, celebrities, or humor. Instead, the narrative serves to place the product within the context of its intended user’s lifestyle, resonating with both kids and parents through imagery or scenes that make the product’s use feel familiar and aspirational. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Tony O'Groni - Aviation Gin | Clapboard Ad Archive — archive collection thumbnail

Tony O'Groni - Aviation Gin | Clapboard Ad Archive

Aviation Gin’s Tony O’Groni campaign, launched in 2024 by Maximum Effort for Negroni Week in the United States, stands as a sharp intersection of cultural moment and brand ritual within the alcoholic drinks sector, harnessing the perennial appeal of the Negroni and leveraging the brand’s signature wit and celebrity-forward ethos. By engineering a campaign asset titled Tony O’Groni, and pushing it at the annual peak of cocktail participation, Aviation Gin orchestrates a light-touch but high-impact brand presence that is equal parts lifestyle aspiration and in-joke for the mixology set. This approach aligns perfectly with the event’s positioning as the most wonderful time of the year for cocktail enthusiasts, reinforcing Aviation Gin’s status as a premium yet accessible spirit engineered for celebration and social connection. Maximum Effort’s creative solution, classified within Clapboard’s taxonomy as FORMAT#8—Ongoing Characters or Celebrities, upholds the agency’s tradition of recurring personality-driven formats, echoing the brand’s ongoing association with well-known faces and tongue-in-cheek narrative constructs for maximum recall. While the campaign appears to rely on a constructed or celebrity persona—consistent with the Aviation Gin playbook and the exuberant character of Negroni Week—it avoids the trappings of overt product demonstration or conceptual excess, instead embedding the brand within a lived-in, contemporary social context. The content’s cultural resonance is amplified by Maximum Effort’s cinematic execution and editorial timing, positioning Aviation Gin as not just a gin for the glass, but as a badge of membership for consumers actively participating in modern cocktail culture. In a category where competitor brands lean on craftsmanship, heritage, or visual iconography, Aviation Gin forges differentiation through creative levity and a self-aware embrace of the celebrity vehicle—standing apart from Hendrick’s mixological quirk, Grey Goose’s luxury credentials, and the Americana of Tito’s or Maker’s Mark. The campaign earns a score of 70/100 in Clapboard's global creative archive. This campaign signals the ongoing value of format-driven storytelling harnessing celebrity or constructed personas, as market leaders in spirits compete for top-of-mind presence through timely, personality-driven cultural participation.

Start the Day the Totino’s Way - General Mills | Clapboard Ad Archive — archive collection thumbnail

Start the Day the Totino’s Way - General Mills | Clapboard Ad Archive

Start the Day the Totino’s Way is the 2024 breakthrough from General Mills, introducing Totino’s Breakfast Snack Bites in a campaign that weds breakfast category utility with a deliberately offbeat, nostalgia-driven narrative. Targeting the staggering 75 percent of U.S. teens who skip breakfast, Dentsu Creative upends the genre’s tired problem-solution tropes by anchoring the work in Gen Z’s paradoxical love affair with the visual and sonic signatures of 80s and 90s cereal ads. From sunrise kitchen scenes warped by Totino’s brand of absurdity — a mother with a pizza roll mustache, freezer-raiding phantom arms, and a puppet sun that radiates more menace than morning — the campaign leans into parody with a knowing wink, letting retro music, saturated color palettes, and original, intentionally goofy jingles set the stage before each spot’s comedic subversion kicks in. This execution signals a sharp understanding of category context: whereas competitors like Pillsbury anchor their breakfast messaging in familiar Americana or Hot Pockets court the on-the-go crowd with straightforward appetite cues, Totino’s doubles down on playful, culturally resonant escapism, reframing breakfast as a moment for weird joy rather than routine sustenance. Every creative and production choice, from casting to the digital Bolex camera’s distinctive analog grain, composes a world that is equal parts homage and send-up, building emotional relevance while reinforcing the brand’s irreverent tone. The campaign’s distribution across streaming TV, online video, and social channels puts it directly in the paths of digital-native teens, using a multi-touchpoint presence to turn Totino’s Breakfast Snack Bites into a recurring part of their daily scroll and stream. Earning 66/100 in Clapboard’s global creative archive, the campaign sits squarely in what Clapboard’s taxonomy designates FORMAT#12—Parody or Borrowed Format, with the heart of the work in the strategic mimicry and comedic reimagining of decades-old breakfast advertising grammar. This campaign matters because it reframes category convention by demonstrating that nostalgia can be a disruptive tool for brand and behavioral relevance when filtered through a lens of humor and self-aware absurdity.

Ramadhan Special - Altunsa Milk | Clapboard Ad Archive — archive collection thumbnail

Ramadhan Special - Altunsa Milk | Clapboard Ad Archive

Altunsa Milk’s Ramadhan Special campaign, developed by FKR agency for the Iraqi food and drink sector in 2024, captures the communal heartbeat of Ramadhan with a creative strategy wholly anchored in the values of sharing and neighborly generosity. Opting for a direct approach that elevates real-life moments over contrived narratives, the campaign sets Altunsa Milk at the center of quintessential Ramadhan gatherings, leveraging how milk inherently represents warmth, nourishment, and togetherness in Middle Eastern culture. Rather than casting the product as a hero or introducing a testimonial or celebrity angle, the creative work features families and neighbors engaged in exchanging and preparing food, modeling the behaviors and gestures that define the holy month for its intended audience. The agency’s decision to foreground these acts of generosity through richly relatable vignettes fits squarely within what Clapboard’s taxonomy defines as FORMAT#10—Associated User Imagery—a strategy that emphasizes group identification by showing the target consumer as both actor and beneficiary within aspirational social settings. Altunsa Milk is depicted not as a distant commodity but as an everyday staple intimately woven into the rituals and small ceremonies that anchor Ramadhan, fundamentally reinforcing the brand’s role in enabling connection and honoring Iraqi traditions. This approach eschews overproduced spectacle in favor of nuanced authenticity, allowing the emotional cadence of the season to shine through in understated but resonant detail. Visually, the campaign finds strength in careful casting, art direction, and a color palette that reflects both the spiritual and sensory richness of the iftar table, while the messaging, articulated in both Arabic and English, is calibrated to reach a broad and inclusive audience observing the month. With this positioning, Altunsa Milk amplifies its standing within a competitive regional dairy market, going head-to-head with established brands by tying itself directly to the core social rituals of Ramadhan, where family and community bond over nourishing meals. Acting as both signifier and facilitator of belonging, Altunsa asserts its presence not through overt claims but through cultural fluency—making every shared glass of milk a small act of kindness and a tangible gesture of solidarity. Clapboard rates this 54/100. For an industry frequently reliant on celebrity-driven spectacle or abstract symbolism, this campaign underscores the distinctive strength of grounding a brand in lived local values when seeking both relevance and resonance.

Derrick White & Your Cousin from Boston Go FULL BOSTON - Samuel Adams | Clapboard Ad Archive — archive collection thumbnail

Derrick White & Your Cousin from Boston Go FULL BOSTON - Samuel Adams | Clapboard Ad Archive

Samuel Adams’ 2024 campaign Derrick White & Your Cousin from Boston Go FULL BOSTON, created by Goodby Silverstein & Partners, deploys the enduring appeal of ongoing characters and local celebrity presence to fortify its status as Boston’s signature beer while aligning seamlessly with the sports-fueled fervor of the city. By pairing Boston Celtics player Derrick White with the recurring character Your Cousin from Boston, the campaign leans into what Clapboard’s taxonomy would classify as FORMAT#8 — Ongoing Characters or Celebrities, a choice that foregrounds brand recall and regional culture through instantly recognizable personalities. The film medium spotlights authentic Boston identity by placing two familiar Boston archetypes at the center of communal moments, inviting drinkers to see themselves reflected in the pride, wit, and camaraderie that define the city’s social fabric. Samuel Adams, serving the food & drink market, utilizes its historic connection to Boston but advances this heritage by embedding it in the rituals surrounding local sports, creating an emotional bond that speaks directly to fans who see supporting the home team and reaching for a Samuel Adams as intertwined acts of loyalty. The collaboration between brand and agency avoids the trappings of cliché sports advertising or generic celebrity partnerships; instead, it allows regional personality and lived-in character dynamics to carry the creative load, operating within a distinctly Bostonian lexicon that rewards audience familiarity. As the only major American beer brand with roots deep enough to claim Boston as its own, Samuel Adams uses this narrative to counter the generic mass-appeal strategies of giants like Budweiser, the cosmopolitan aura of Heineken, or the pure refreshment play of Coors Light, staking out ground where authenticity and local pride command real commercial weight. Goodby Silverstein & Partners’ disciplined focus on character-driven storytelling, free of forced product integration or overwrought dramatics, reinforces Samuel Adams’ position not just as a craft pioneer but as a celebratory marker of social and sporting milestones central to New England identity. The campaign earns 68/100 in Clapboard’s global creative archive. In a category saturated with borrowed grandeur and artificial moments of togetherness, this work signals that true regional resonance often springs from the enduring chemistry of beloved characters and lived local rituals.

Feel Planty Good - Silk | Clapboard Ad Archive — archive collection thumbnail

Feel Planty Good - Silk | Clapboard Ad Archive

Silk’s 2024 Feel Planty Good campaign, created by Havas and Prettybird, makes a strategic and culturally resonant debut during the Big Game to amplify the brand’s position as America’s leading plant-based beverage and to democratize plant-powered nutrition through an accessible, nutrition-forward message. Anchored by the familiar face and narrative of Jeremy Renner, whose public persona of a superhuman comeback hero lends authenticity and emotional resonance, the campaign uses a playful, family-oriented film to depict a groggy morning transformed by Silk Protein Almondmilk, which boasts 8 grams of complete plant protein, 55 percent less sugar, and 50 percent more calcium than dairy milk. Renner’s energetic rendition of James Brown’s I Feel Good, paired with dynamic kitchen stunts alongside his daughter Ava, illustrates how Silk’s plant-based products can seamlessly integrate into busy lifestyles while delivering tangible nutritional benefits. This creative choice embodies what Clapboard’s FORMAT#8—Ongoing Characters or Celebrities—exemplifies by leveraging a well-known personality to anchor brand recall and trust without resorting to overt testimonial or direct comparison. The campaign’s timing capitalizes on the cultural prominence of the Big Game, an event synonymous with food and celebration, to broaden Silk’s reach beyond health-focused niches and into mainstream consciousness, reinforcing the brand’s mission to make plant-based choices approachable and enjoyable. Complementing the television debut, Silk extended its engagement through the Feel Planty Good Challenge, partnering with lifestyle and sports influencers such as Saquon Barkley and Vanessa Hudgens to encourage consumers to adopt Silk as a staple in their breakfast routines, thereby converting New Year’s resolutions into sustainable habits. Distribution across Paramount+ and NFL digital platforms, alongside Silk’s active social media presence on Instagram, Facebook, YouTube, and TikTok, maximizes consumer touchpoints and engagement. The campaign’s core narrative of feeling energized and confident through plant-based nutrition is supported by data showing nearly 85 percent of Silk beverage consumers feel good about their health choices when drinking the brand. This underscores Silk’s value proposition of delivering plant-powered health benefits without sacrificing taste or convenience, positioning the brand as a practical and joyful alternative in the competitive plant-based milk category alongside players like Oatly and Califia Farms. The campaign earns 63/100 in Clapboard’s global creative archive. Silk’s Feel Planty Good campaign matters to the industry because it demonstrates how plant-based brands can leverage celebrity storytelling on major cultural stages to shift perceptions and normalize plant-based nutrition as an accessible, everyday choice rather than a niche lifestyle.

Always Be There - Knife Delicious | Clapboard Ad Archive — archive collection thumbnail

Always Be There - Knife Delicious | Clapboard Ad Archive

Always Be There by Knife Delicious is a 2024 film campaign launched in Malaysia that transcends conventional Chinese New Year advertising by embedding the brand within a deeper narrative of familial perseverance and emotional solidarity. Rather than focusing on the mere act of sharing meals, this campaign explores happiness as a collective journey rooted in mutual support and the resilience required to overcome adversity, positioning Knife Delicious as more than a cooking oil brand but a symbol of enduring togetherness and hope. The campaign’s narrative taps into culturally resonant values central to the Malaysian Chinese community during the Lunar New Year—family unity, perseverance, and the pursuit of a better life—using heartfelt storytelling and evocative imagery to connect with audiences on an emotional level. By invoking the encouragement encapsulated in the slogan 加油, meaning keep going or persevere, Knife Delicious aligns itself with the spirit of motivation and shared aspiration, thus reinforcing its presence in the consumer’s life as both a practical kitchen staple and an emblem of collective triumph. What Clapboard’s taxonomy would classify as FORMAT#9—Symbolize the Benefit—shapes the campaign’s approach by employing symbolic visuals that associate the product with the intangible rewards of togetherness and success rather than explicit demonstrations of product features. The brand’s integration within family gatherings subtly ties the sweet taste of success to moments of shared meals and emotional connection, highlighting the cultural and emotional significance of cooking oil during festive celebrations. Strategically, the campaign leverages the film medium to create a resonant narrative that cultivates brand equity through emotional engagement rather than overt product promotion, a tactic that has garnered over one million views on social media, confirming its reach and relevance in a competitive food and drink market. Knife Delicious delivers warm wishes for health, companionship, and happiness, framing the brand as a steadfast companion through life’s challenges and celebrations alike. The campaign earns 66/100 in Clapboard’s global creative archive. Always Be There matters to the industry because it demonstrates how food brands can deepen cultural resonance and emotional connection by weaving product symbolism into narratives of shared human experience during key cultural moments.