Online grocery platform Farmdrop has launched a nationwide brand campaign as it looks to expand from London and the South East to other area...
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.”
Head of Marketing & PR: Damian Hind
Creative: Hell Yeah!
Production: Studio Yes
Media buying: Squadron Venture Media
Business Lead: Josh Clarricoats
Account Director: Danny Murphy
Creative Lead: Dulcie Cowling
Creative Director: Kieron Roe
Creative Director: Dominic Moira
Brand Strategist: Tom Newton
Design Lead: Dave Wood
Artworker: Joe Ivill
Senior Photographer: Natale Towell
Exec Producer: Sam Ojari
Producer: Alessia Lendrum
Director: Dave Bullivant
DOP: Adam Scarth
Edit: Flaura Atkinson @ Stitch
Grade: Dominic Phipps @ Framestore
Sound: Ben Brannan
Music supervision: Theodore
Music: Sweet Harmony by Liquid