Company aims to go head-to-head with fast food giants and highlight fresh, healthier alternatives
Abel & Cole has marked the launch of its new ‘Unprocess your food’ campaign by taking over iconic London location Leicester Square for a day.
Popping up directly between fast food giants Burger King and Pizza Hut and facing off against the likes of McDonald’s and Slim Chickens, Abel & Cole said its ads aim to serve up a fresh look at what food can be – grown and produced as nature intended, with no unnecessary, artificial processes added along the way.
The Leicester Square billboards are live for one day only – on Monday 1 September – and are timed to ”help the nation get back to routine with a new, healthy habit” and to mark the start of Organic September.
The campaign is otherwise running across other out-of-home sites and radio in the London and Meridian regions, and being supported across digital and mail, for eight weeks from 27 August.
Abel & Cole’s head of marketing Georgina Holland said: “We’re proud to be taking over this iconic spot, taking our message right to the front door of the UK’s junk food giants and celebrating that there’s another way to eat. One that tastes incredible and is better for you and the planet too.”
Andy George, of campaign creator Hearts & Minds, said: “This campaign, a bit like eating fresh seasonal carrots, was a joy to get our teeth into. A massive team effort with creative firepower combining from across brand and agency teams, we can’t wait to see the work premiering in this famous spot.”
