Our new campaign for Flava-it has been causing a stir amongst consumers and marketing media alike this week.
We decided a controversial approach coupled with strong creative would help the Flava-it brand of seasoning and marinade sachets really stand out from its competitors and reach a new, younger target audience.
And so we created Meat Lust - "that amazing moment when a seriously succulent and joyously tender mouthful of meat hits your tastebuds". Our creatives then brought the concept to life with fantastic creative and sharable elements.
Visitors to the campaign website, which is being promoted through social channels, are invited to 'Unleash Your Meat Lust' with a fun video (see below) and to take part in a quiz to "find out if you have meat lust". All elements encourage social sharing and consumers can also get a free sample via the site or find local stockists by simply entering their postcode.
As the lead creative agency, we handled the project from concept through to creative and site build, partnering with London based Agile for the video and Manchester based photographer Geoff Rhodes.
The campaign's tongue in cheek approach may not appeal to everyone -- but we're confident that it will be memorable and encourage time poor 18-35 year olds to give it a try. It's fun and a bit cheeky, and bang on the money for who we're trying to appeal to.
Check it out at www.meatlust.com.