Who Stolethe Recipe?
A Collaborative Campaign with Premier Foods and HASBRO
DELIVERABLES
Key Visual
Microsite
POS
Promotional video
Digital assets
TEAM
Client: Premier Foods
Collaborating partner: Hasbro
Agency: 20ten Creative
Creative director: James Long
Art director: Jose Luengo
YEAR
2023/24
PROJECT BACKGROUND
Premier foods sought to embark on a promotional campaign to invigorate sales and engage consumers with their range of sauces, including Shardwoods, Loyd Grossman, and Homepride.
The objective was to forge a new partnership that resonated with their brand ethos and product offerings.
THE PROPOSAL
we proposed a partnership with Hasbro's renowned game, Cluedo, famous for its immersive crime-solving experience. Leveraging characters like Chef White, we crafted "WHO STOLE THE RECIPE?"a campaign designed to intrigue and delight consumers. Concealed within the packaging, fingerprints unveil a unique QR code, directing consumers to the campaign microsite. Here, they'll dive into the Cluedo universe, solving the mystery for thrilling prizes.
THE CHALLENGE
Adapting the timeless crime-solving experience of Cluedo integrating the promotion’s mechanics keeping Cluedo's essence
CREATIVE DEVELOPMENT
The aim was captivating audiences and integrating the essence of Cluedo with Premier Foods’ brands.
Sketching
The creative journey began with brainstorming sessions, sketching mystery-themed visuals integrating elements like magnifying glasses and fingerprinted packs, setting the stage for an intriguing narrative.
Exploring
Drawing inspiration from Cluedo’s playing cards and classic mystery movie posters, additional KV were crafted. The silhouette of the sauce jar added an element of suspense, while character illustrations hinted at the diverse cast of suspects.
FINAL KEY VISUAL
The resulting key visual incorporates a bold lockup and clear call-to-action to communicate the promotion and ensuring engagement with shoppers. Utilising Cluedo character illustrations and thematic elements lends authenticity and intrigue to the design.
The design architecture ensured adaptability across various platforms. This versatile design architecture facilitated easy adaptation into packaging, point-of-sales, and digital platforms and also allowed to accommodate the unique needs of each brand.
MICROSITE
Hidden within each jar lies a QR code. With each scan, shoppers will be directed to a unique character landing page, each holding a different piece of the puzzle. Following this the consumer is prompted to select a room from the iconic Cluedo game board.
Once in the room consumers will have to locate the hidden recipe which will give them access to the win page.
OUTCOME
Initially launched exclusively with TESCO, “Who Stole the Recipe?” captivated audiences and surpassed expectations, igniting a desire for more. The success of the campaign inspired Premier Foods and Hasbro to embark on a second, larger-scale initiative, extending across all major suppliers and even expanding to include the Spice Tailor brand range.
In summary, the art direction process exemplifies the power of creativity and collaboration in crafting memorable marketing experiences that resonate with consumers and elevate brand presence.