The Brief

BRINGING AN HONESTLY DELICIOUS MESSAGE TO LIFE

To highlight the brand’s emphasis on provenance, we cooked up four different creatives that championed the range and highlighted their ingredients.

We teamed up with the YP team to create their assets and a tone of voice that gave them a unique ‘Yorkshire’ style. As we drafted the copy and creative work, we tapped into the desirability of the locally-sourced products that set them apart from their competion. 

Yorkshire Provender had a low awareness with consumers in the soup category and wanted to amplify the new flavours in their range with key media titles. With that in mind, we ran a series of ads in 58 national and consumer titles over a four month period, including The Observer Food Monthly, BBC Good Food, Good Housekeeping, and Sunday Times Style.