The Israeli Chocolate Bar That’s Fighting the Corona Virus
Elite Confectionery
Issue 55 | June 2020
Agency
BBR Saatchi & Saatchi
Creative Team
CEO Ben Muskal Chief Creative Offcer Yaron Perel Creative Director Shay Israel Art Director Noa Navot Copywriter Shlomo Kavas Digital Creative Director Chen Sasson
Production Team
Studio Director Lea Avram Vayzer Photoshop & Animation Idan Perets, Eyal Vinitzer
Other Credits
VP Strategic Planning Yossi ‘Joe’ Baruch Strategic Planner Lora Goichman Marcom Director Eva Hasson VP Group Account Head Lee Bryn Account Supervisor Sivan Bar-Dagan Account Executives Yaara Mazor
Date
March 2020
Background
Elite chocolate’s Keef-Kef bar is an iconic chocolate bar every Israeli has grown up on. Its name is based on two words which taken together mean fun. But when the combination is broken up, the first word “Keef” is also the Hebrew word for “High Five”.
Idea
Elite wanted the brand to play a humble part in fighting the spread of the pandemic.
So, right after the Israeli Ministry of Health released the Corona-coping guidelines, including a ban on handshakes and high fives of all kinds, Keef-Kef embarked on a billboard and social media campaign. The word “Keef”, or high five, was deleted leaving just “Kef”. Beneath was the sentence: Give up the high fives, for the time being.
Results
The campaign went viral instantly (but in a good way) and a small chocolate bar helped raise awareness of the hygiene guidelines in a fun and er…sweet way.
Our Thoughts
We can’t pretend this isn’t happening nor can we pretend it’s any fun. It’s not often brands are called upon to empathise with their customers but Keef-Kef manages it with tact. Here’s hoping sales have remained buoyant.