Strauss Elite: Give up the high fives. For the time being. by BBR Saatchi & Saatchi

In a world where all government systems and experts are busy fighting the coronavirus, what can a chocolate brand do to contribute to the fight?

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 you break up the combination, you’ll notice that the first word is “Keef” - the Hebrew word for “High Five”.

So right after the Israeli Ministry of Health released the coronavirus coping guidelines that included a ban on hand shakes and high fives of all kinds, the brand embarked on a billboard and social media real time marketing campaign. The first half of the brand’s name (“Keef” which means “highfive”) was deleted and what was left was only the fun (“Kef” in Hebrew slang).

The campaign went viral instantly (but in a good way).