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Fat Lad At The Back - Time To Change Gear.
Fat Lad At The Back
11/07/2022
Group745
Advertising Agency
London, UK
59
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Credits
Agency / Creative
Media
Production

How do you get non-cyclists to ride in their Sunday best?

The non-cyclist is an often over-looked (and very large) chunk of the cycling category. It's the bit that the likes of Rapha are quite happy to ignore because it's not 'elite'. Ergh.

Insight
It’s not the cyclist who’s letting the side down, it’s often their bike gear. And that’s a problem.

Our idea
Constantly pulling down a jersey to cover their arse, chaffing nipples and sore wotsits… these aren’t the things encouraging someone to jump on their bike. It’s time to change gear.

Fame
The campaign created a 135% increase in web traffic to the Fat Lad website (compared to YoY). So not only did all the sales numbers go up, so did social engagement and their newsletter sign ups. Lovely jubbly.


Fat Lad At The Back - Time To Change Gear - Ad Campaign by Mellor&Smith - Paul Mellor


Fat Lad At The Back - Time To Change Gear - Ad Campaign by Mellor&Smith - Paul Mellor


Fat Lad At The Back - Time To Change Gear - Ad Campaign by Mellor&Smith - Paul Mellor





About Mellor&Smith

Famous brands sell more, more often to more people. We* make brands burn brighter than ever before.

Have you ever been so effective that you sold out of everything? Our clients have. Bare shelves, supply chains unable to keep up, businesses doubling in the blink of an eye and demand outstripping supply. Good problems to have. All because we made them famous.

The fact is, 89% of the work out there is ignored.

Guff. Vanilla. Wallpaper. Bland. Meaningless.

Treating the public with contempt.

If you want fame, you need to: start a fire, break the rules, jump off the deep-end, rock the boat, stick your neck out, trust your gut, get uncomfortable, turn it up to 11.

You have to want to get noticed.

Strike a match, light the catalyst, watch it burn brighter than ever. Fame.

* That's Mellor&Smith, not the royal 'we'.


And remember take our Fame-o-Meter here. Discover how famous your brand is, and could be.