ABEL & COLE Launch Largest Ever Brand Campaign Asking People To Choose Less.

The campaign ‘All you need is less’, created by Hearts & Minds, marks a significant step up for Organic supermarket Abel & Cole

The work marks a shift for the business towards investing in brand building through above-the-line media, and away from a historic focus on direct-response comms. 

The TV spot was directed by Jim Gilchrist of Outsider and features an Abel & Cole delivery driver singing a song written specially for the ad. We see the driver, played by Lucas Jones, on their regular delivery route, singing about why choosing less is better for the planet, better for wildlife, and better for the food that we eat too. 

The campaign runs from September to mid-October, with TV being supported by radio, social, print, and DM. The brand will also be running an out-of-home campaign to launch their new meat-free meal kit range, again under the banner of asking consumers to choose less. 

Media is being handled by The Specialist Works. 

Source: Hearts & Mnds

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