INTEGRATED BRAND CAMPAIGN FOR THE UK’S LEADING FLATBREAD BRAND.
aka YOU ARE WHAT YOU EAT, SO MAKE IT INTERESTING
What we loved
Punching above our weight with a bold, irreverent, curiosity-piquing creative campaign.
How we got there
We knew that with far smaller media budgets than our household name competitors and far lower brand awareness, we had to demand our audience’s attention. Armed with a core truth – that only boring people eat the same thing over and over – we devised a campaign to inspire our audience’s latent culinary curiosity.
Our campaign encouraged our more interested audience to ‘Go Flat’ in order to experience more interesting eating. After all (and as the old saying/our strategic proposition goes) ‘you are what you eat’. Why would you want to eat boring?
WHAT IT CHANGED
It was the first time Deli Kitchen had ever invested in brand communications. And it was the first time they appeared in mass media. It started their awareness-hunting mission with a bang and helped to secure a 7% increase in total sales.
increase
7%
in brand awareness
sales uplift
3.6%
based on EPOS data
