Deli Kitchen has recruited former Britain’s Got Talent act Stavros Flatley for a summer campaign encouraging Brits to get out on their lunch breaks.
Running through July and August, the campaign will focus on paid social activity, supported by creator-led activations across TikTok and Instagram.
Deli Kitchen has also unveiled what it claims is the “ultimate” park bench, featuring convenient fold-down tables, foot rests, insect-repelling plants, a phone charger and outdoor speakers. Two benches have been placed at London’s Holborn Circus and Riverside Slice.
The campaign – featuring the father-and-son dancing duo – aimed to encourage Brits to “eat wild” and boost their mental and physical health by taking a proper break at lunchtime, Deli Kitchen said.
It was based on recent research by the brand, which revealed that the average Brit eats at their desk 265 days a year.
The marketing activity was “a stake in the ground” for Deli Kitchen as it aimed to recruit mainstream consumers who were looking to cut down on heavy sliced bread, it said.
Deli Kitchen head of innovation and brand Tim Wittekind said the brand had “grown significantly in terms of distribution” and was “leading the way in bakery innovation”.
The ‘Eat Wild’ campaign captured “the energy of the Deli Kitchen brand perfectly”, said Wittekind.
Stavros Flatley resonated with the brand’s core audience and “the light-hearted tone we’ve built over the last 12 months”, he added.
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