| Philosophie | 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. |
