BRAND CAMPAIGN GUIDELINES AND CREATIVE CAMPAIGN EXECUTIONS

Following the launch of ‘Did somebody say Just Eat’, the next phase of the campaign was to incorporate next-level messaging - for offers, occasion, relevance, and new launches. A comprehensive toolkit was developed to guide the markets, which was used to create consistency across multiple campaigns and a full range of touchpoints. Big, bold statements engage and amuse, combining tasty food photography, with the now memorable endline ensuring Just Eat is front-of-mind when hungry.

BRAND CAMPAIGN LAUNCH

In a world where over 300 million images are uploaded to the internet each day, it’s time to remind people that photography isn’t just about taking. It’s also about giving. When instax launched their new brand platform it needed to be every bit as bright and happy as the products themselves. The poppy colour palette, vibrant tone of voice and memories captured forever on film let us share stories and moments with our customers across a range of through-the-line touchpoints.

IDENTS SPONSORING NFL

Subway secured the highly sought after position as lead sponsor of the NFL in the UK. A series of idents were created for Sky Sports to celebrate the winning partnership of the two brands.

BRAND GUIDELINES & CREATIVE CAMPAIGN EXECUTIONS

Subway really is the only place where your food is made exactly the way you want it. So, the new ‘Make it what you want’ tagline was more than just a tagline — it’s a philosophy that runs through every aspect of the brand. At the heart of this is the sandwich artists, the makers ­­— and this attitude is shared equally by our customers — they are makers too. With this in mind it was time we showed off our real food, in real settings, in the bright and colourful world associated with the brand. More depth, more attitude, more taste.

IDENTS SPONSORING THE BIG BANG THEORY

Subway sponsored a much-loved TV show of their core audience - The Big Bang Theory.

The idents were a fun combination of science and food.

We created a giant periodic table of Subway ingredients, turned vegetables into planets, flew into space on a cucumber rocket with billowing red onion smoke and a classroom with cutting-edge science experiments.

KEY VISUAL AND TOUCHPOINTS

Snickers is a global brand but when it came to the in-store environment it was not acting like one. The challenge was to create a key visual and accompanying toolkit which would bring to life their ‘man-fuel’ mantra and create global consistency.

WINNING RESULTS

The key visual and POS Toolkit were well received internally which led to over double the usual uptake globally when compared to previous campaigns.

LAUNCH CAMPAIGN

Midelfart Sonesson are leaders in the marketing and distribution of health and beauty care products in Norway. When Herbal Essences was withdrawn from the market the company decided to launch their own range of scented hair care targeting the Nordic and Scandinavian markets, named Just Glow. The target market is relaxed and easy-going women ranging from 25 to 45 years old. Inner beauty is more important to them than outer beauty and the communication was to reflect this and the range’s lovely scents.

WINNING RESULTS

Within four months Just Glow became the 4th best selling hair care range in Norway.

BRAND CAMPAIGN POS KEY VISUALS

Dettol has continued to innovative and expand their product range across many markets.

The brief was to create key visuals and an accompanying toolkit that the markets could use to efficiently and clearly communicate the product ranges, and keep a consistent brand look moving forward.

The four product pillars are laundry, general cleaning, disinfectant and the biodegradable range.

A simple visual for each pillar linked to category cues and product benefits.

KEY VISUAL & TOOLKIT

To celebrate a fond farewell to its most popular machine, Inissia, Nespresso offered the consumer a last chance to purchase the machine at a special price. They needed an impactful campaign that would attract attention in store, whilst also reflecting the summer season.

IN-STORE MENU PANELS

Following the previous success of the in-store menu boards which I created (they had increased sales by 1.1% and won a Gold DBA Effectiveness Award). The challenge was to future proof the menus so additional products could be added whilst also aiding navigation and appealing better to female consumers.

WINNING RESULTS

The menu redesign resulted in an increase in sales of 10% for key products such as burgers and won a Silver DBA Effectiveness Award.

BBQ RANCHER IN-STORE LAUNCH

The KFC Rancher range of products were created to offer a lighter option and appeal to young adult females. This is the first time the brand wanted to overtly target this audience so to develop on the insights gathered we explored how other comparable brands speak to women. The chosen route led with the emotive feeling of really loving a product whilst highlighting the flavour. A softer, more editorial approach to the photography lets the product feel ‘hero’ and helps convey the lighter calorie option.

IN-STORE CAMPAIGNS

Every five weeks KFC launches two to three different in-store campaigns to communicate different products and their benefits. The consumers are usually young adult males and families. Here is a selection of some of the window posters I have created.

Lipton created a premium range of pyramid teabags aimed at the catering and chef market. The aim was to change quality perceptions of the brand and appeal to the catering industry, and ultimately the end customer — the sophisticated tea drinker.

EXPERIENTIAL POP UP

The Tate & Lyle candy floss stall pops up at various events across the country but the current design was not conveying the big brand idea of ‘Contagious Enthusiasm’. The challenge was to make this experience on-brand and engage consumers.