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The campaign is built around the idea that while food culture has experienced a revolution in the last few decades—where people care more than ever about the quality, source and flavor of their food— condiments and dressings have been grossly overlooked. Today's condiment landscape offers two unremarkable options: the same processed stuff people have used for years, or organic but wholly flavorless substitutes. "It's always been our mission to wake people up to the fact that today's condiment and dressing scene is mostly generic, thoughtless and bland— and offer them a fresh, exciting, flavorful alternative, " says Matthew Loyd, CMO at Sir Kensington's, "So we set out to create a campaign that was so visually flavorful it couldn't be ignored."
The "Abandon All Bland" campaign takes the idea of flavor and transforms it into a surreal, illustrated world of weirdness and color. Anthropomorphic ketchup bottles, growling tigers, and tidal waves of mayonnaise wash over tram cars and rotundas throughout San Francisco in the OOH work. The video incorporates the same visual style, with colorful animations splattered across a collage of sourced and shot footage—while a narrator describes the sharp distinction between blandness and flavor.
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Created in partnership with the San Francisco-based creative agency Gold Front, the campaign also includes a social content campaign and OTT advertising.
Sir Kensington's is a New York-based food company whose mission is to reimagine ordinary and overlooked food with fearless integrity and charm.
Based in San Francisco, Gold Front is a new school creative agency whose clients include Slack, Uber, Google, MailChimp, and more.
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