• The campaign is the brand’s first integrated brand-led comms.
  • Calling on consumers to ‘Go Flat’, it parades Deli Kitchen’s bold, out-there personality.
  • It’s the first ATL campaign from independent agency Recipe, since it won the business last year following a competitive pitch process.

The UK’s leading flatbread brand has launched its first integrated campaign today. Created by independent full-service agency Recipe, the new campaign introduces the bold, playful tone of the brand through attention-grabbing visuals across TV, OOH, DOOH and social.

Deli Kitchen is the largest brand in the flatbread category. Their products are stocked in all major retailers and they’re growing year on year. 
With these strong foundations in place, it’s time for Deli Kitchen to firmly establish itself as The Flatbread Brand and convince those who haven’t yet tried their flatbreads that once you go flat, you won’t go back.

However, persuading a nation that is stuck in their eating habits and a bread rut, to change their ways, is a massive feat. The campaign thus urges people to break out of their everyday routines and try something different. Deli Kitchen challenges consumers to ‘Go Flat.’

In a crowded bakery aisle, Recipe brought the ‘Go Flat’ idea to life in a bold and unmissable manner, imagining a world where people literally go flat.

The 20 second TVC and social film, realised in collaboration with Photographer/Director Joe Giacomet, puts viewers right upfront in the face of a woman taking a bite from a delicious Deli Kitchen Greek Style Flatbread which triggers her face to turn completely flat.

The OOH, DOOH and display visuals are just as striking with close-ups of the woman’s totally flattened face, in all its glory, whilst she enjoys a Deli Kitchen Gyros.

Deli Kitchen’s ‘Go Flat’ campaign comprises an omnichannel approach. Led by Recipe’s media division, it will include OOH, DOOH and digital activity spanning social, display and online video with the TV campaign launching on ITV Anglia West in July.

The campaign will run throughout the summer, ending in August.

Tim Wittekind, Head of Innovation and Development at Deli Kitchen says: “It’s been brilliant to work with Recipe to craft our first ever brand campaign for Deli Kitchen. Recipe have helped us to push our creative boundaries to create a campaign that’s not only impactful but true to the playfulness and unconventional spirit of our brand.”

Michael Plumridge, Creative Director at Recipe says: “On our mission to turn heads, we flattened them. To get noticed in the crowded baked goods market, the work had to stand out. With Joe, 5 cameras, and an overworked VFX artist (sorry James), we created a unique visual expression that’ll have people looking at flatbreads in a whole new way.” 

Adrian Richmond, Partner at Recipe Media says: “We worked closely with the creative team to understand which media placements would really make the creative work shine. We developed the media plan using key shopper insights, retail locations, best retail days of week, blending these key sizes and placements with data shopper insights and deep consumer understanding to reach the key target audiences profiles at scale and at an effective frequency. This connected up approach creates so much more value than a plan just created for reach and frequency – the way media should be bought!”


Creative and Production Agency: Recipe 

  • Creative Director – Michael Plumridge 
  • Creative Director – Graeme Bowman 
  • Creative Director – Vanessa Robinson
  • Business Director – Luciana Bhangu
  • Account Manager – Connie O’Neill
  • Agency Producers – Anni Dawson & James McColgan
  • Photographer & Director – Joe Giacomet
  • Retoucher –  Ian Hall, Massive Face Ltd
  • Motion Designer – James Fisher
  • Editor – Lukey Pamment

Media agency: Recipe Media

  • Media Strategy – Chris Bunyan
  • Media Implementation – Adrian Richmond
  • Digital Buying lead – Jonas Cheng

Source: Recipe

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