The campaign is the first use of Rubies in the Rubble’s new brand platform, created with Hell Yeah!. The ‘Goodism’ platform centres on the idea of being a ‘do-gooder’, and emphasises that in the spirit of environmentalism and conscious consumerism, the once insulting term has become a ‘good’ thing. The creative makes the point that ketchup is good – but ketchup made from waste fruit and vegetables is even ‘gooder’.
The outdoor campaign will launch across London, as well as sites close to supermarkets across the UK this week. It will also be carried through into all of Rubies in the Rubble’s other marketing – from social media to packaging. The brand will also use the creative idea in its awareness raising and education campaigns around the issues of food waste.
Rubies in the Rubble was established in 2012 by founder Jenny Costa and since then has saved more than 350,000 kilogrammes of fruit and veg that would have otherwise gone to waste, secured listings in Waitrose, Sainsburys, Morrisons, Co-op and more, and has won a number of awards for its range of ketchups, relishes and mayonnaises.
“When people are buying ketchup and other condiments, they’re often not really thinking about what they pick up, or what goes into it. But these products use a lot of raw materials, and they can both taste better and do better,” said Jenny Costa, founder of Rubies in the Rubble.
“We all need to make changes to the way we live, but people don’t have to compromise on the things they enjoy to do it.
“Ketchup is something that people buy without thinking, but we want to knock them out of their zombie state with products that stand out from the sea of red and blue on the shelves. As we move to the next stages of our brand growth, we want to make marketing that stands out too. Hell Yeah!’s brand platform is something we can take out into the world in everything from our big new ad campaigns down to our emails and social channels.”
George Nixon, creative at Hell Yeah! added:
“This campaign for Rubies is not just saying something to people who love ketchup, it’s making a statement for the whole sector: we can all do better, and making a difference can be a positive choice all round. Better taste, better product – and doing good is built in.
“Rubies is challenging the mainstream with products that have wide reach, great taste, and make things better while they’re at it. It’s a brilliant, simple answer to a real issue and we want this campaign to help more people improve their burgers and their lives by buying some.”
Client – Rubies in the Rubble
Founder – Jenny Costa
Head of Marketing – Lucy Squires
Designer – Claudia Costa
Agency – Hell Yeah!
Head of Creative – Dulcie Cowling
Lead Creative – George Nixon
Project Lead – Isobel Hooper
Managing Partner – Josh Clarricoats
Lead designer – Dan Scheers
Source: Hell Yeah!