Tesco celebrated Pancake Day (or Shrove Tuesday to use its official name) with an innovative upside-down out-of-home activation that displays the ingredients needed to make the tasty treat.

Crafted by creative agency BBH London, the work follows the grocery giant’s recent stripped-back artistic direction, which has included campaigns such as ‘It’s not a little thing’ and last year’s ‘Icons‘.

The work featured Tesco’s signature blue font flipped upside-down (like a pancake) on a plain white background, with the copy reading: “Flour eggs milk lemon sugar Tuesday.”

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Running nationwide from 4 March, the campaign was designed to remind shoppers that Pancake Day is the perfect excuse to concoct the simple, yet timeless recipe.

Commenting on the work, BBH London’s ECD Felipe Serradourada Guimaraes said: “Bold, simple, and delicious. The ad is nice too”.

Also running in print, media planning and buying was handled by EssenceMediacom.