Client: The Guardian
Year: 2025
Summary
The Guardian’s new food app offers an enhanced recipe and cooking experience. Our task was to drive awareness, consideration and downloads of the app to existing and new Guardian readers, with a new campaign that lives across Channel 4, print and digital.
Strategy
January is the food doldrums. Budgets are tight, your new year's resolutions are kicking in, and you never want to see another mince pie again. So what to eat?
While most messaging will be about discipline and restriction, ours is a celebration of food and cooking creatively and adventurously again for the year ahead, helping us to cut through at a time where our audience will be most open to forming new behaviours
What we did
Building on the Guardian’s existing “Make a feast out of anything" tagline we created a new integrated campaign.
We wanted to push against typical marketing for apps, with their dull focus on screens and UI. Instead we brought to life benefits and features in an unusual and eye-catching way, using a cast of human hands representing the Feast app, that appear from all sides of the screen to a VO from Diane Morgan.
Our hands reappear to promote key product features, showing the variety and depth of recipes on offer in the app and illustrating how Feast is there for (almost) any ingredient or occasion.
