The Challenge
Lacto-Free needed to connect with younger, lactose-intolerant consumers in a way that felt human and memorable. The brief was to cut through traditional health messaging using humour at the moment of need.
What JAM Did
JAM created the Lacto-Free Tummy Talk campaign, placed behind bathroom doors in airports and high-traffic locations nationwide. Emoji-style speech bubbles, playful typography and bold colour tapped into Food FOMO and everyday stomach drama with a wink
Why It Worked
The Lacto-Free Tummy Talk campaign by JAM made the message timely and impossible to ignore. It resonated with food lovers who do not want to miss out and are happy to laugh at their gut. Small tablet. Big relief.
