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Challenge

Historically, Oggs’ primary audience has been vegans. As they prepared for growth and to increase their ethical impact, they wanted to target a wider audience of conscious consumers. They came to us to develop a campaign strategy and associated creative assets, to raise awareness that the Oggs range is delicious and ethical, influencing conscious consumers to purchase the Oggs bakery range in store.

Strategy

The alternatives category has had a rough few years due to an influx of new brands that didn’t create quality products. This tainted the whole category and became a deterrent for consumers to enter and trial.

We needed to tap into the core category motivator of taste, because if we can’t convince people they are delicious then it doesn’t matter how ethical or sustainable they are. Ensuring the campaign screamed ‘food porn’ was vital alongside leveraging their distinctive brand assets and ‘disarmingly personable’ tone of voice.

Solution

Our creative solution was Oh my Oggs – a campaign concept and line to represent the absolute satisfaction when you take a bite of something delicious that makes you think oh my god that’s good.

We captured video and still footage that highlights the deliciousness of OGGS cakes, and the attractive new packaging that speaks to lifestyle as well as function. Mouthwatering art direction was tied together with the brand colours creating an eye-catching series of assets to use across social.