Summer Made Simple – making plant-based eating simple this summer

Food brand Merchant Gourmet has launched its first above the line advertising campaign in a bid to drive brand growth and capitalise on the trends for plant-based, healthy eating.

The campaign ‘Summer Made Simple’ shows how easy it is to prepare a variety of dishes to entertain friends throughout the summer season, using Merchant Gourmet’s pouches and sauces. Creative has been developed in-house and features a number of vibrant video executions, designed for YouTube and Social.

We planned the campaign using data to identify adventurous foodie audiences most likely to buy into world cuisine flavours and vegan and flexitarian diets, and activity is phased to tie into summer entertaining occasions.

The campaign will run across video, display and outdoor, alongside social and shopper marketing. ‘Summer Made Simple’ is the first campaign of a new strategy developed by Yonder Media around food moments, with further seasonal campaigns to come later in 2022.