The latest iteration of the 'Fall Back in Love with Food' campaign encourages food lovers to forget about the onset of acid reflux and flirt with their favourite flavours to win food rewards.
Rennie has collaborated with Tinder to bring the activation to life on the dating app.
The aim is to drive engagement, awareness and affinity for the heartburn and indigestion tablet by using “light-hearted humour to reflect the brand‘s personality”.
The campaign, which runs until 2 November on the dating app, uses Tinder’s Branded Profile Cards to create human personas – such as 'Chip and Marg' – of food favourites.
The partnership is amplified via earned, social and digital media components.
In addition, the brand launched research exploring the nation’s eating habits and how these have been impacted by lockdown, partnering with chartered psychologist Honey Langcaster-James to provide analysis on the findings.
“Given how food-focused we’ve become during lockdown, the concept of ‘Falling Back in Love with Food’ couldn’t be more relevant,” Rennie brand lead Amy Wakelam said.
“Not only does our data show that consumer eating habits have changed, but it also shows they are likely to stick well beyond lockdown. We all love to treat ourselves and the campaign is a little bit of fun to show customers that Rennie is always here when they need us.”
Unity managing partner Samantha Losey said: “This is our first work with Rennie and Bayer and we are delighted to have been able to get it out the door in these challenging times. It speaks to one of life’s great pleasures, the enjoyment of food, and does so in a way that is fun, culturally relevant and engaging.”