Britannia Industries · Digital Engagement

ibritannia.com

The Engagement Map
The approach that got us to the platform —
and why it had to be built this way.
Engagement Strategy · 2026
01 · the brief

A massive, wide-ranging portfolio

13 brands
7 audiences
5 activities
"Which intersection do you build for first?"
02 · the challenge

How do you make one platform
work for all of this?

13 brands
×
7 audiences
×
5 activities
...without defaulting to one-size-fits-all.
03 · the reframe

One platform. A grid
of many plays.

Target Audience × Brand Attribute × Activity =
an engagement play
Attribute is the fuel
Audience is the target
Activity is the format
Each intersection in the grid is a concrete, ownable engagement play. No single idea has to serve everyone — the map does.
04 · what we're crossing

Three dimensions

1
Who
Target Audience
Every segment Britannia actually reaches — from growing kids to tea-time traditionalists.
Growing Kids Teens & GenZ Health-Conscious House Wives Male Adults Aspirational Urbanites Tea-Time Traditionalists
2
With what · the fuel
Brand → Attribute
Each biscuit carries a feeling — Happiness, Smartness, Luxury, Goodness. That attribute is the creative brief, not the brand logo.
13 brands 13 attributes
3
How
Activity
The five things people actually do online — the format that turns an idea into an engagement play.
🎮 Play ✏️ Create 🙋 Participate 📣 Advocate 📻 Consume
05 · dimension 2 · the fuel

Don't brief the brand. Brief the feeling.

Smartness
MilkBikis
Energetic
Tiger
Fun
Treat / Jim Jam
Youthful Indulgence
Bourbon
Teen Indulgence
Little Hearts
Luxury Indulgence
Pure Magic
Experimental / Surprising
50-50
Happiness
Good Day
Health-Aware
NutriChoice
Goodness
Marie
Anytime Snacking
Croissant
Tiffin Essential
Cake Brands
Tea-time Snack
Toastea Rusk
The attribute is your brief.
The biscuit is your proof.
Cross each feeling with an audience and an activity — that's your engagement play.
06 · the map

Audience × Activity — attribute as fuel

🎮 Play ✏️ Create 🙋 Participate 📣 Advocate 📻 Consume
Growing Kids Cookie DashTiger Ink & CrumbTiger Smart-kid promoMilkBikis — Comic galleryTiger
Teens & GenZ Britannia Minute50-50 Ting Remix StudioGood Day · 50-50 Gold Coin promo50-50 Remix share UGC Remix FeedGood Day
Health-Conscious — 3D ChefNutrichoice · Marie Poll & Lucky DrawNutrichoice Recipe card share Take-home recipeNutrichoice · Marie
House Wives Treasure HuntMarie 3D ChefMarie · Cake · Toastea Her Startup promoMarie Gift share Time TunnelGood Day
Male Adults Khelo Anywhere50-50 — Polls & promo50-50 Hot-take share Guess the YearGood Day · Toastea
Aspirational Urbanites — #BourbonIt recipeBourbon Recipe contestBourbon Refer & status dropsBourbon 3D Chef stagePure Magic · Marie
Tea-Time Traditionalists Dip MasterToastea — Guess the YearMilkBikis · 50-50 Time Capsule share Time TunnelGood Day · Toastea · Nutrichoice
Red = primary play · grey = secondary · dash = low fit · start with one, learn, fill adjacent cells
07 · one flagship per audience

Seven engagement plays

Growing Kids
Tiger Ink & Crumb
Tiger · Energetic · Create
Speak any story idea — a space adventure, a cricket cliffhanger — and generative AI illustrates it as an 8-panel comic strip. Download, share, or collect a printed copy.
Teens & GenZ
Ting Remix Studio
Good Day + 50-50 · Happiness + Experimental · Create + Consume
Rebuild the iconic Ting Ting Ti-Ting sonic in any genre — sitar, synth-pop, jazz. One tap to share. Best remixes are eligible for a real Britannia ad.
Health-Conscious Adults
Bourbon 3D Chef
Nutrichoice + Marie · Health-aware + Goodness · Create + Consume
An AI chef guides through Britannia-ingredient recipes step by step. A take-home recipe card with QR keeps the experience alive in the kitchen.
House Wives
Marie Gold Treasure Hunt
Marie · Goodness · Play + Advocate
Scan everyday objects at home — tiffin box, sewing machine — to unlock AR campaign replays. Unlock all five; a personalised Britannia gift arrives home.
Male Adults
Khelo Anywhere
50-50 · Experimental / Surprising · Play + Consume
Markerless AR turns any object into a game — TV becomes a penalty goal, a bulb becomes a Cricket Supersaver. No markers, no setup. Play on the metro, in a queue, at home.
Aspirational Urbanites
#BourbonIt 3D Chef
Bourbon · Youthful Indulgence · Advocate + Participate
Submit a fan recipe; winners are cooked live on the holographic stage and placed on the menu at a leading QSR chain — with on-pack credit and royalties.
Tea-Time Traditionalists
Toasteas Time Tunnel
Toastea + Good Day · Tea-time + Happiness · Consume + Participate
Two histories in one scroll — Britannia's 125 years alongside the family's own. Empty years are an open invitation to record a memory. Exit with a personalised Time Capsule card.
Start with one.
Learn.
Fill adjacent cells.
The map always shows next.
08 · the front door

The grid becomes
the navigation

✨

Biscover Yourself

mood × biscuit → persona + play

Two taps — your mood (the activity) and your biscuit (the attribute) — collapse the whole 3D grid into one result. Meet your persona.

55 outcomes
11 biscuits × 5 moods
🎲

Surprise Me

enter by attribute

The 50-50 "experimental" attribute turned into a button. A random play from across the grid. Serendipity as a feature — for when you can't decide.

🔴

The Spotlight

context serves you

Home's top slot shows the single most timely thing right now — a live quiz, Tea-Time Radio at 5pm, a fresh drop. The grid, surfaced by the moment.

And so —
ilovebritannia.com
The map, as a destination.
10 · before the demo

Two approaches. Two demos.

Version 1 Demo live
The Themed World
Build a world, not an app. Every interaction is a door into a distinct zone — a cinematic time tunnel, a branded arcade, a studio, a living museum. The brand becomes the universe. You don't open Britannia; you enter it.
World-building Cinematic Zoned experience Earned loyalty
"Step into the world of Britannia"
Launch demo →
Version 2 Demo live
The Everyday App
Design for the daily return. Clean surfaces, fast rituals, quiet loyalty. Two taps and you're in — your mood picks the play. The tin grows while you're not watching. The engagement map lives inside your routine, not outside it.
Habit-forming Daily ritual Functional delight Quiet loyalty
"Built for the rhythm of your day"
Launch demo →
Version 2 · The Everyday App — Live Demo