Merchant Gourmet, the UK’s #1 ready-to-eat lentils, grains & chestnuts brand, has launched its first national OOH ad campaign, celebrating the art of ‘cheating’ your way to a great meal.
The ‘Proud Cheaters’ campaign, created by Insiders, will run nationally across OOH, social, online and with a range of influencers. It focuses on how Merchant Gourmet’s ready to eat range is a shortcut to a gourmet meal in minutes, without any of the fuss or pretention. Merchant Gourmet previously worked with Uncommon.
Taglines on the bright, eye-catching ads include: ‘Take Pride in the Ping’, ‘Cheating is good for you’, ‘Strut your Shortcut’, and ‘Cheaters – it’s time to come out of the Pantry’.
The campaign is the first outing of a new brand platform, also created by Insiders, focussed around the idea of ‘Everyday Gourmet’. Merchant Gourmet want to communicate that gourmet food doesn’t need to be fancy or inaccessible – it’s a state of mind and can be for anyone, any time. Further campaigns are planned on the platform for 2024, including launches into new product categories.
Esther Sforza, head of brand at Merchant Gourmet, said:
“We’ve seen incredible growth in recent years as more people turn to grains and lentils to pack their plates with plant-power.
“This January we expect to see a lot of brands show off their health credentials as consumers look to start the new year afresh – but we want to show that good food doesn’t have to be complicated or dull. As the new Insiders work shouts from the rooftops: Yes, our pouches of grains and lentils are incredibly good for you, but most importantly they taste delicious, and are ready in just 2 minutes, helping food-lovers create easy gourmet meals, every day.”
Rory Gilbride, co-founder at Insiders added:
“The ready to eat category is full of products that talk about how quick and easy they are. But Merchant Gourmet has something the others don’t – real French Puy lentils, whole, fresh ingredients, and authentic tastes and spices. The brand isn’t just about good food, it’s about making that good food easy and accessible.
“The ‘Proud Cheaters’ campaign is loud and, well, proud. Bright billboards, delicious photography and national reach – all built on a platform that can run and run. We look forward to making the UK’s new year just that bit more gourmet.”
Source: Insiders
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