Bring the homeland chocolate to young Israeli backpackers that go on "THE BIG TRIP", an Israeli phenomenon when 65% of young Israelis, prior to collage, head off for a long trip, typically to the Far East.The young backpackers where stunned to see the team wherever they went and even more excited to receive their favourite chocolate hundreds of kilometres from home.

Re-invent the long running slogan "ALWAYS WITH YOU" for Israel's leading chocolate brand- "Elite's cow chocolate" in a fresh way that really shows consumers we're always with them.The target was young Israeli backpackers that go on "THE BIG TRIP", an Israeli phenomenon when 65% of young Israelis, prior to collage, head off for a long trip, typically to the Far East.

-Videos of more than 200 travellers were aired, days later, on national prime time TV, banners, and a dedicated website.-For some of the travellers’ families, we organized a special screening of their loved ones' greetings.- Videos from the campaign reached tens of thousands of views during the 3-week campaign.-The YouTube channel that hosted the videos became the 13th most viewed in Israel.- Chocolate cow Sales went up by 17% in the following month- We gave our consumers a unique experience and reminded them that Elite's Chocolate Cow is really always with them.

Since our brand's long running slogan is "ALWAYS WITH YOU" it was only right to truly show consumers we're always with them, even in remote places, far from home.Our strategy was to use a designated team that would bring the loved chocolate brand to consumers in remote places in the world.