ABEL & COLE ENCOURAGES UK SHOPPERS TO ‘UNPROCESS YOUR FOOD’ AND RECONNECT WITH REAL FOOD IN LATEST DISRUPTIVE ADVERTISING CAMPAIGN

In the UK the average diet is over 57% ultra-processed and in children it’s even higher and continues to rise¹. The new campaign ‘Unprocess Your Food’, created by Hearts & Minds, sees sustainable online grocer Abel & Cole invite shoppers to reconnect with real food – grown and produced the way it should be. By showing off some of the season’s best organic fruit and veg.

Abel & Cole are perfectly placed to help shoppers cut down on UPFs and chemicals in their diets, offering fresh, organic fruit, veg and more, bursting with natural flavour and grown in partnership with fairly paid farmers.

Organic food from Abel & Cole is grown as nature intended, without unnecessary artificial processes and chemicals. From the first seeds planted to forks of flavourful food shared with family and friends, the campaign highlights that the switch to unprocessed food can be very doable – and delicious. Expertly curated, customers can experience fresh, seasonal food, free from synthetic sweeteners, artificial pesticides or pointless packaging delivered weekly to their homes. Abel & Cole are targeting to make 100,000 new deliveries of unprocessed food, grown as nature intended, in 2025.

The Autumn campaign will be led by OOH and radio in the London and Meridian regions and supported across digital and mail. The campaign runs for eight weeks from 27^th August.

In the out of home creative, Abel & Cole invite customers into the fields, to reconnect with real, unprocessed food. The organic crops are shown in their most natural form, grown without artificial chemicals, sweetened by nothing but the sun, through a process as simple as ‘grow it the ground, send it in a box’.

For the radio spot, Abel & Cole play on legal Ts and Cs to highlight how natural, organic food has nothing to hide, showing the benefits that real foods bring (‘vegetables may come with mud and soil on …and very occasionally a lady bird’), and that the food is so delicious that second helpings are ‘subject to availability’.

The work marks a brand positioning evolution for the business, elevating the food experience whilst still remaining true to its sustainable mission to do food right.

Abel & Cole’s Head of Marketing, Georgina Holland, said: “Health is a top concern for UK shoppers², with search interest in ‘UPF’ growing 30x in the last five years³. We know that shoppers care deeply about what they put into their bodies – but convenience culture has disconnected us from real food. We hope that this campaign inspires a reconnection to food grown as nature intended.”

Andy George of Hearts & Minds said, “With so much tasty stuff that can be taken straight out the ground, or from some of the UK’s brilliant farms, it’s strange UPFs have gotten so far into our food system. So, we’re thrilled to be helping Abel & Cole remind people how easy, and tasty, it can be to get back to natural, chemical free, unprocessed foods.”

Source: Hearts & Minds

  Abel & Cole, Advertising, Campaign, Food, Hearts & Minds, London, Marketing, OOH, UK