Online grocer highlights the harder path to socially conscious food shopping in new disruptive campaign

Abel & Cole has launched a new disruptive campaign celebrating ‘a life of inconvenience’.

The campaign - named ‘Difficult tastes better’ - has been created by Wonderhood Studios. In the radio and paid social execution, Abel & Cole celebrate the moments where customers go the extra mile to do the right thing, even if it means making small sacrifices.

In the radio spot, Abel & Cole welcome listeners to ‘the Inconvenience Store’. In the store, “food costs more, because Abel & Cole pay farmers fairly”; “you can only get a delivery once a week, because it reduces carbon emissions”; and ”your broccoli might not last as long, because Abel & Cole don’t do preservatives or unnecessary plastic on their fruit and veg.”

The work marks a brand positioning shift for the business, focusing on the feeling of pride and satisfaction it says it gets from doing the right thing, even if it’s the difficult thing.

The campaign runs for eight weeks from 24 April across linear radio stations, Spotify and podcasts in the London region. Media is being handled by Total Media.

Abel & Cole’s head of brand and creative, Georgina Holland, said: “It may feel counterintuitive (to say the least) to advertise our higher prices in a cost-of-living crisis or to fly in the face of convenient same-day deliveries. But we want to celebrate doing the difficult thing, because it’s the right thing. That might mean just a biweekly Fruit & Veg Box, or it might mean a whole weekly shop. Either way, our shoppers are choosing inconvenience for all the right reasons.”