Ready-to-eat food brand Merchant Gourmet has launched a cheeky out-of-home campaign that aims to make its healthy food offerings more widely available to the UK public.
The risqué lead creative declare that cheating is in fact good for you, when it comes to food at least, encouraging the public to ‘cheat’ on regular cooking with its easy to prepare meals.
Developed in partnership with ad agency Insiders, the campaign even asks cheaters to ‘come out of the pantry’, whilst other creatives tell the public to ‘take pride in the ping’ and ‘strut your shortcut’.
“We’ve seen incredible growth in recent years as more people turn to grains and lentils to pack their plates with plant power,” Merchant Gourmet head of brand, Esther Sforza said.
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“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.”
More assets are in development to be released later this year, which will include launches across new categories for the convenience lentils, grains and chestnut firm.
Insiders co-founder, Rory Gilbride added: “The brand isn’t just about good food; it’s about making that good food easy and accessible. The 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.”
