The UK's leading flatbread brand has today launched its first integrated campaign. Created by independent full-service agency Recipe, the new campaign showcases the brand's bold, playful tone through eye-catching visuals across TV, OOH, DOOH and social.
Deli Kitchen is the leading brand in the flatbread category. Their products are stocked in all major retailers and the number is growing every year.
With these strong foundations in place, Deli Kitchen can firmly establish itself as a flatbread brand and convince those who have never tried flatbread to never go back. It's time.
But convincing a nation stuck in a food and bread rut to change its ways is a huge feat. Therefore, this campaign encourages people to break out of their daily routine and try something different. Deli Kitchen is encouraging consumers to “Go Flat.”
The recipe envisions a world where people literally go flat in a crowded bakery aisle, bringing the idea of ”Go Flat” to life in a bold and unmissable way.
A collaboration with photographer and director Joe Giacometto, this 20-second TVC and social film shows viewers squarely in the face of a woman as she takes a bite of a delicious Deli Kitchen Greek flatbread. Her face becomes completely flat in an instant.
The OOH, DOOH, and display visuals are just as impressive as the close-up of a woman's perfectly flattened face enjoying a deli kitchen gyro in all its glory.
Deli Kitchen’s “Go Flat” campaign consists of an omnichannel approach. Led by Recipe's media department, it will include his OOH, DOOH and digital activity across social, display and online video, with a TV campaign launching on ITV Anglia West in July.
This campaign will run throughout the summer until August.
Tim Wittekind, head of innovation and development at Deli Kitchen, said: “It was great to work with Recipe to create his campaign for Deli Kitchen’s first brand. Recipe helped us push the creative boundaries and not only have an impact, but also capture the playful and unconventional nature of the brand. We were able to create a campaign that was true to its spirit.”
Michael Plumridge, Creative Director at Recipe, said: To grab attention in a crowded baked goods market, your creations needed to stand out. Together with Joe, five cameras, and his overworked VFX artists (sorry, James), we created a unique visual presentation that will make people look at the flatbread in a whole new way. ”
Adrian Richmond, Partner at Recipe Media, said: “We worked closely with creative teams to understand which media placements would really make their creative work shine. Develop your media plan using days of the week and combine these key sizes and placements with data shopper insights and deep consumer understanding to target key audience profiles at scale and with effective frequency. This connected approach creates far more value than a plan created solely for reach and frequency, which is how we buy media.”
