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Food Concept Peach Censors its Own Food Porn Advert

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Peach teams up with 10 Days to censor its mouthwatering food for latest campaign
Food Concept Peach Censors its Own Food Porn Advert

Peach, a new food concept, has revealed its integrated campaign across the UK, to ramp up sales and growth in 2021 by censoring its own delicious food

The suggestive 60 second spot created by 10 Days comes with a Sensitive Content warning - cheekily warning that some people may find the advert offensive or disturbing preparing them for a ‘food porn’ experience so delicious and seductive it has to be censored.

This high energy visual feast showcases Peach’s mouth watering food being devoured with unrestrained pleasure, featuring a cameo from Peach’s famous poodle Wilf. Yet whilst the food has been pixelated, the censoring still manages to seduce the audience creating a desire and intrigue into the Peach brand. 

The campaign was created from idea to fully produced film in 10 days. 10 Days’s three founders and brothers were fundamental to the work - Jolyon directed the spot, production led by George, with music bespokely written, performed & produced by Dominic. It will be launched across digital media across the UK from January 2021, supported by OOH. 

10 Days has also created an interactive food porn spam version of the advert that will be released at a later date in partnership with Byte Brothers.

Jolyon White, founder at 10 Days commented: “Peach is a provocative and mysterious brand. Like many food outlets, it does delicious looking food. But there’s ‘food porn’ around every corner on social media. To make Peach the place to go, we needed to do something different. How do you show off all this incredible looking food? You don’t. You censor it.”

Leigh Keates, founder at Peach commented: “We are over the moon with the work that 10 Days has created. Such a simple yet standout idea. I love the way these brothers think. So suggestive, cheeky and entertaining - it is totally Peach. We’re delighted.”


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AGENCY: 10 Days

CLIENT: Peach 

CAMPAIGN: ‘Food Porn’ 

PRODUCTION: 10 Days

DIRECTOR: Jolyon White

DOP: Jolyon White

SOUND & MUSIC: Dominic White 

PRODUCER: George White

Genres: People

Categories: Restaurants, Retail and Restaurants

10 Days, Wed, 06 Jan 2021 10:57:34 GMT