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Feast Your Eyes on TBWA\London's Tribal Leisure Campaign



Photographer Julia Kennedy partners with food stylist Iain Graham

Feast Your Eyes on TBWA\London's Tribal Leisure Campaign

This autumn, Leisure is launching its new integrated marketing campaign developed to create disruption and impact with its striking new advertising. The work is the first effort from TBWA\London since winning a competitive pitch in July.

Working with renowned British photographer Julia Kennedy and food stylist, Iain Graham, the new creative campaign from Leisure uses the concept of food ‘tribes’ (meat, fish, vegetarian and baking) and is an evolution of the brand’s identity. However, the striking imagery created by Kennedy and Graham will cause disruptive stand out for the range cooker brand. The activity aims to further build brand awareness whilst driving consumer engagement with Leisure. 

Food stylist Iain Graham comments: “We’ve become a nation of foodies and are always on the look-out for the next big food trend. A brand like Leisure doesn’t have to conform to one food tribe and this new creative instead demonstrates that it is the perfect partner to help cooks deliver a variety of cuisines and cooking styles in the home.” 

Amanda Selby, brand manager for Leisure, adds: “As part of our on-going commitment to growing the range cooker category and ensuring consumers recognise the benefits of range cooking, we are excited to be delivering this new impactful and engaging campaign to our target audience of passionate cooks - who love to entertain and feed their tribes. 

“This new creative taps into the emerging trend we’re recognising amongst consumers who are becoming ever more adventurous with different styles of food and cooking at home. We are passionate in our belief that cooking should be fun and are encouraging foodies and homeowners to become part of our Leisure tribe, whatever their food preference is, or the size of their kitchen. 

“Our ambition is to position Leisure as the stylish tool for the modern kitchen,” added Chris Spenceley, Head of Client Services at TBWA\London, “It’s a disruptive approach to the category, one that will give Leisure the distinctive brand voice and thoroughly modern place it deserves.”

The new creative will feature across print, digital and PR as well as Leisure’s owned website. Leisure is also working closely with key influencers and bloggers to develop video content for the site focusing on the benefits of range cookers.

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TBWA\London, Mon, 29 Sep 2014 16:45:40 GMT