Online grocery platform Farmdrop has launched a nationwide brand campaign as it looks to expand from London and the South East to other areas across the UK.
The campaign, by creative agency Hell Yeah! uses the tagline ‘Food Euphoria’ to show that food made the right way feels and tastes amazing.
The central creative for the work is a TV spot that features the 1990s classic ‘Sweet Harmony’ by UK-based rave act Liquid. The ad shows a farmworker dancing with abandon to the trance track as the sun rises.
The TV spot will air on Channel 4 and Sky channels, while the wider ‘Food Euphoria’ campaign will also run with outdoor and bus ads across the TfL network and on social channels. A radio campaign will launch later in the year.
The campaign was produced in-house with Hell Yeah’s production company Studio Yes and was turned around in six weeks – strategy, creative and production.
“We wanted to convey the excitement and happiness of Farmdrop delivery,” said Damian Hind, head of marketing & PR at Farmdrop. “That euphoric feeling of cooking and eating great quality food, while supporting a better food system.“
“2020 has been a time when a lot of people have discovered, or rediscovered the joys of cooking and become more conscious of supporting local and independent businesses. And as we look to move outside Greater London, we want to help people continue to celebrate both of these.”
Dulcie Cowling, head of creative at Hell Yeah! added:
“With this campaign we wanted to marry together Farmdrop’s mission to deliver the tastiest food money can buy and support sustainable and local farmers. We wanted to show how shopping with Farmdrop means everyone wins. We are calling the strategy – ‘doing the right thing tastes amazing’.
“It’s a step away from the usual food porn ads that food delivery firms serve up. This campaign focuses on the euphoric feeling food can give you when it’s done the right way. It’s our first 360 campaign as an agency and for a client we really believe in. The deadline was tight – six weeks to be precise – but our agile way of working meant we managed to create a piece we are very proud of even with such a short turnaround. Challenger/ scale-up brands need to be bold with their advertising to make media budgets go further and the Farmdrop work is a great example of that.”
Sam Ojari, executive producer, Hell Yeah! added:
“I’ve worked on many unique projects in my time, but in terms of speed and process this campaign was the fastest, and only made possible by remote working and the merging of creative and production. We had our producers involved in the creative development phase, meaning we ran production prep in parallel with creative development, allowing us to scout for directors, locations and cast much sooner than the normal.
“In many ways the fact that we ran this project completely office-less and remote due to the current climate sped up the process, with instantaneous Zoom calls enabling us to save hours of time that would usually be spent commuting to meetings or to a central office. The ability to cast remotely also opened up a huge pool of talent from all over the country that may previously have not had the time to travel to a London casting studio.”