Nuts is the fastest growing category across savoury snacks. In an attempt to grow its snacks portfolio and revenue stream, Sunbites entered the nuts and seeds category by launching a new product range.

While the brand has always been linked to individual consumption, the category is anchored in social gatherings. The challenge was therefore to find a way to enter the category while staying relevant to the brand.

When it comes to competition, the category is fragmented with cheap players, main one being Baja with 15% share.

Given that Sunbites' offerings are more premium, we needed to find a way to explain our added value and the need to pay more for nuts in general, and Sunbites specifically.

The objective: Penetrate the nuts category and change consumer behavior from buying cheap nuts to buying Sunbites, a more premium and higher quality product.

Raya plays two distinct roles that reflect two sides of her personality. The role of the Connoisseur, who understands and cares about quality and the role of the good host, who cares about leaving a good impression.

In the fantastical set up of a house with a symbolic and colorful nut tree, we see Raya turning from a painting to our connoisseur. She asks us as she inspects a cashew nut. “Are nuts diamonds? Of course, not”.

She proceeds to persuade us that, as a matter of fact, they are not much less of a big deal than diamonds, while her twin, the good host, playfully takes us on one of the toughest hosting journey, where we see her try to impress the most difficult guests.

As she picks her snack of choice at the supermarket isle, she asks Would the nuts you serve be a big deal then?

We endorsed Raya Abi Rached, a natural and fun celebrity known for being a "Good Host" in her world of A-Class TV shows, red carpets, and entertainment. Casting her to launch the new range in a 'light-hearted' way while amplifying 'premiumness' was a great opportunity; translating directly her personality into that of the brand that stands for "Playfully Good".

In our film, she plays 2 roles: the "good host" that cares about pleasing her guests and the other, a "connoisseur" that inspects the premium quality of nuts.

In the fantastical set up of her house, she playfully takes us on an entertaining journey where we see her try to please: old friends from college, mothers of her daughter's classmates and in-laws who judge everything.

The campaign ran from October 19 to December 23 on TV and across Facebook & Instagram, a mixture of mixed placement and single platform ads.