Opavia is the number one biscuit brand in the Czech Republic in sales, but the brand lacked brand awareness since their packs carried a sub-brand name. Our challenge was to create a campaign to introduce the new, Opavia branded, packaging. During research, we’ve discovered that people like their biscuits so much that they even hid their favorite ones from family members. So we used that insight to brand their communication with the concept: "where do you hide your Opavia?"