THE CAMPAIGN RATIONALE​

No is English for No. “Vita” is Kiswahili for “Fight” Together “NoVita” means no fighting. We created a No Fighting range of biscuits that stopped us from being cancelled. ​

When NuVita faced online defamation from an influencer claiming the biscuits were too small, the brand chose humour and transparency over hostility. By playfully rebranding as “NoVita,” NuVita leaned into the criticism, reframing negativity into a creative, self-aware moment that disarmed tension, humanized the brand, and sparked positive conversation.​

​MY ROLE IN THE CAMPAIGN

As Head of Social, I ensured the NoVita campaign translated seamlessly into digital platforms while staying true to the core idea. I spearheaded influencer engagement by directly managing the collaboration with Michie002, from outreach to creative alignment. I also set up NuVita’s social presence, and oversaw the digital execution. This approach delivered strong engagement, amplified the humour-led narrative, and drove positive brand sentiment online.​