As we usher in the New Year, Simply Fresh, the flagship edible oil brand of BN Group, has launched a deeply reflective campaign titled #NewYearOldResolutions.
The campaign invites people to take a step back and reflect on the promises they made in the past and encourages them to fulfill those old resolutions before embracing new ones. By doing so, Simply Fresh offers a refreshing and introspective twist on the common practice of making New Year resolutions, advocating for meaningful commitments over transient promises.
The heart of the campaign lies in an emotional and relatable video featuring a brother and sister. The young brother, full of curiosity, asks his older sister about New Year resolutions. She responds by explaining that resolutions are annual promises adults make but often fail to keep. The younger brother, in his innocent wisdom, asks a question that challenges the norm: “If we aren’t going to complete these promises, why make them in the first place?” This simple yet powerful question encapsulates the essence of the campaign.
Kiran Giradkar, Chief Marketing Officer at BN Group, explained the intent behind the campaign:
“Our goal is to create meaningful, thought-provoking content that resonates with our audience. We believe that storytelling can have a powerful impact when it inspires real change. With #NewYearOldResolutions, we’re encouraging people to revisit the promises they’ve made in the past and take genuine steps toward fulfilling them. It’s about moving beyond the usual fleeting resolutions and focusing on true progress.”
The campaign reflects Simply Fresh’s core values of freshness—not just in their products, but in their approach to life and business. By encouraging individuals to be accountable to their resolutions, Simply Fresh is promoting self-improvement and intentional living. It’s about prioritizing substance and authenticity over temporary intentions.
With #NewYearOldResolutions, Simply Fresh hopes to spark a movement of accountability, urging individuals to revisit past resolutions, make meaningful progress, and embrace the opportunity for growth. The campaign has already begun to capture the attention of audiences across social media, with many sharing their personal stories of unfulfilled resolutions and renewed commitment to making them a reality.
The brand’s initiative resonates deeply with consumers by tapping into the universal experience of setting New Year resolutions and the desire for self-improvement. Simply Fresh’s latest campaign reflects its ethos of staying fresh and purposeful, both in their products and their messaging.
As 2025 begins, Simply Fresh inspires everyone to take a fresh look at the promises they made in previous years and fulfill them—one resolution at a time. By making meaningful commitments, the campaign invites individuals to begin the year with intention and reflection, creating a more purposeful start to the New Year
