Deli Kitchen: Go Flat

Deli Kitchen

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 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.

7% increase in brand awareness

3.6% sales uplift based on EPOS data