EMILY Says, “Ditch Dull”
EMILY Poke Fun at ‘Beige Crisps’ with New Installment of their Bold Ad Campaign
Bold snacking brand EMILY® are back with more outdoor advertising following the remarkable success of their first campaign which launched in April 2020. You may recall our post on the snack’s humorous self-deprecating campaign, 1st Time OOH User. The first EMILY ad campaign ran from 15th April 2020 for 2 weeks, in response to the UK Coronavirus lockdown. The creative was viewed by 1.7 million on Instagram and 1 million viewers on LinkedIn and covered by leading industry titles including The Grocer, Marketing Week, PR Week and OOH Today.
Using witty one-liners such as “Our first ever poster, seen by a runner and one pigeon. Typical”, the ads called out the brand’s marketing misfortune in reaction to the UK Coronavirus lockdown. Now, EMILY have turned their attention to poke fun at ‘beige crisps’; humanizing them to be like the most boring, bland people and encourage consumers to “Ditch Dull. Eat Bold”.
The new ads feature the signature EMILY tongue-in-cheek humor, such as “Beige crisps say stuff like ‘Holibobs’ and “Beige crisps have a guy called Gary advertising them. Enough said”, alongside the colorful creative using their unique Sweet Potato Veg Sticks. The campaign will run for two weeks from the 31st May on billboards and digital six-sheets across the UK, in partnership with Clear Channel and Elonex.
“It’s a really exciting time for the EMILY brand as we keep up momentum from the amazing reactions to our ‘lockdown’ ads and go bigger and bolder with the launch of the original planned campaign” says Ben Arbib, Founder of Nurture Brands. “We’re waking people up to the reality that the nation’s favorite snacks are boring, beige potato crisps – having a bit of fun whilst we’re at it”.
The Nurture Brands team behind EMILY will be amplifying the campaign on social media – providing consumers with inspiration for how they can “ditch dull” and raising awareness of their bold alternatives to everyday ‘beige’ crisps. Discover EMILY Sweet Potato Veg Sticks, Veg Crisps and new EMILY Veg Thins (vegetable tortilla chips, available in Waitrose) all made with real veg and nothing artificial.