Branston DM COMPLIMENTS CHEESE by McCann London

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Industry Grocery and Other foods
Media Direct marketing
Market United Kingdom
Agency McCann London
Executive Creative Director Rob Doubal, Lol Thomson
Creative Director Simon Hepton, Matt Crabtree
Art Director Javier Gómez De Quero
Copywriter Mike Oughton
Released December 2012

Credits & Description

Advertiser: BRANSTON
Category: Other Digital Platforms
Advertising campaign: COMPLIMENTS CHEESE
Developer: Ahmed Meer (McCann London)
Art Director: Javier Gomez (McCann London)
Creative Director: Matt Crabtree (McCann London)
Executive Creative Director: Lol Thomson (McCann London)
Creative Director: Simon Hepton (McCann London)
Account Director: Victoria Wade (McCann London)
Strategy Lead: Niall Wilson (McCann London)
Copywriter: Mike Oughton (McCann London)
Executive Creative Director: Rob Doubal (McCann London)
Account Manager: Steve Cardwell (McCann London)

Client Brief Or Objective
It is a sad indictment of modernity that, in the highly competitive world of condiments, young British people favour inferior accompaniments to their cheese sandwiches, such as mayonnaise and ketchup. The poor ignorant fools. It’s a hard fact that Branston Pickle complements cheese more beautifully than any other condiment could possibly comprehend. With no budget, how the deuce does one introduce the condiment of kings into the hearts and minds of younger, pickle-ignorant consumers? As Branston complements cheese so perfectly in sandwiches, what better way to get noticed than for Branston to compliment cheese at every possible opportunity online?

Traditionally, Branston-ophiles tend to be among the older, wiser demographic of Britons. We wanted the phrase Branston Compliments Cheese to be on the lips of the young sandwich makers of Britain. By complimenting any mention of cheese in a social media with our ever-so-polite tone of voice, we were able to make this simple message lodge in the minds of even the most Swiss cheese-brained young person. Furthermore, our unique approach of championing a product (cheese) rather than ourselves, meant users didn’t feel like they were being sold to, thus making our engagement levels ridiculously high for a humble FMCG brand.

It seems that everyone is fond of a compliment. We created over 1.6m highly complimentary impressions on Facebook and Twitter with a laughably small budget. Ha ha ha. Despite being a brand, and 99% of our tweets being unsolicited, there was an unprecedented response rate. 39% of all tweets struck up a cheese conversation, creating a new wave of Branston lovers. All of this was achieved without ever promoting the product, itself. (That would be vulgar). With ‘being nice to people’ our only investment, the return will undoubtedly be impressive.

Every time an individual mentioned the word 'cheese' on Twitter, we replied posthaste with a highly complimentary response. On Facebook, the Branston Compliments Cheese page never needed to collect ‘likes’ - Any friend of cheese is a friend of Branston, after all. So every time those magnificent cheese brands posted an update, Branston complimented them, thus engaging with their hundreds of thousands of like-minded cheese fans for free. The objective was to create as much noise – in the politest, most eloquent way possible, of course - in order to drum into British subjects that Branston and cheese are inextricably linked.