Title | HUNGRY FOR CHANGE |
Brand | SIMPLE FEAST |
Product/Service | SIMPLE FEAST |
Category |
F02. Challenger Brand |
Entrant
|
ANOTHER Copenhagen, DENMARK
|
Idea Creation
|
ANOTHER Copenhagen, DENMARK
|
PR
|
ANOTHER Copenhagen, DENMARK
|
Credits
Thorkild Bjerre |
Another |
Creative Director |
Sofie Engelbrecht Simonsen |
Another |
Art Director |
Kasper Østergaard Jensen |
Another |
Copywriter |
Louise Ørbjerg |
Another |
Account Manager |
Louise Ørbjerg |
Another |
Account Manager |
Charlotte Kiby |
Another |
Final artist |
Anders Poulsen |
Another |
xx |
Morten Bengtsson |
Morten Bengtsson Photography |
Photographer |
Morten Hershøj |
Another |
CEO |
Anders Poulsen |
Another |
Art Director |
Caroline Sandø |
Simple Feast |
Communications & PR manager |
Robert Guenter |
Simple Feast |
Director of Marketing |
Cultural / Context information for the jury
Simple Feast is a relatively new and unknown brand, trying to break grounds in pork nation, Denmark.
Denmark is a pork and potato nation. The climate emergency has sparked disruption, yet hasn’t moved further than only 32% having 1 meat-free day a week. 2% are vegetarians. Challenging the core culinary tradition is a very touchy subject. It has driven polarisation and even creating regulations against the move away from pork as a staple food, e.g. making it mandatory for pre-schools to serve pork.
Casper Christensen is a well-known TV personality and comedian, known as a “bad boy”, with big fancy cars and houses and a very meat-based diet. He’s recently become vegan.
The billboards were placed over meat-focused restaurant chain, The Fire, who boasts itself of offering over 80 different meats.
The restaurants are also placed in the most busy intersections in Copenhagen.
Please tell us about the challenger brand and how your campaign challenged / was different from your competitors
Simple Feast’s competitors are big national brands, either independant or distributed through big, national grocery chains and supermarkets. Their communication evolves around how much time you can save, by choosing to use meal-delivery services. It’s about the wholesomeness of the food and sourcing. Simple Feast is organic, and meat-free completely, and is driving a much bigger agenda.
Competitors communication is done primarily on TV supported by social media activation.