This campaign involved creating a collection of tracks based on the idea that this product is ‘so good you’ll want to write a song about it’ - the idea being that the vocal performance reflected an ‘everyday person’ who sang on the spot once tasting it.

Alternate versions with different lyrics were created to suit different stations and demographics, and these were all aired simultaneously on nationwide radio over the 2018/19 summer. A big part of what we do is creating with concepts like this, and then liaising with marketing depts to tailor the idea until it’s just right.