How do you create a campaign brand that’s packed full of fun and purpose in equal measure?
| Tone of voice
Two big names, one big vision
Marcus Rashford and Tom Kerridge had a shared vision: to make sure every child in the UK goes to bed with a full belly. They came to us with the idea of starting a nationwide campaign to get kids and families cooking budget-friendly, simple meals – with the help of a range of brand partners, supermarkets and A-list celebrities. They needed a strategy, a name and a brand that felt uplifting, encouraging and motivating, while having the power to tackle the fear of cooking from scratch and the stigma attached to food vouchers.
Why this? Why now?
After a year of lockdowns, school closures and job uncertainty, feeding your family shouldn’t be another thing you have to worry about. And yet at the beginning of 2021, 8.4 million people were living in food poverty, and in the first lockdown, 2.3 million children in the UK experienced food insecurity. It’s an issue close to Marcus Rashford’s heart and got him rallying the nation to campaign for change throughout 2020.
On top of that, five million people are living in appliance poverty today – which means no fridge, freezer, oven or stove in the house – just a microwave, kettle and sometimes a toaster to make meals for the whole family. Making the most of what you’ve got and getting simple hearty meals on the table is Tom Kerridge’s speciality.
Finding a name that stands out and speaks volumes
We needed a name that was robust enough to work for both campaigning and a weekly cook along show on IGTV. And Full Time does just that. Because at a top level, the brand aims to call full time on hunger and #endchildfoodpoverty. It’s also about making sure kids feel full up at the end of the day. And when Tom starts cooking with a new famous face each week, it’s time to get cooking and join in the fun. The nod to football is the cherry on top, and ties the brand firmly back to Marcus.
Designed with everyone in mind
Getting the type style right was a careful balance between legibility and personality. It needed to be easy to read whatever your age and literacy level, while bringing bags of personality to the one of the core elements of the brand.
We designed the illustrations to complement the food photography. A simple, bold cut-out style that appeals to all ages, they bring vibrancy to every application. The colours came from the ingredients in Tom’s recipes. Like any tasty meal, the best results come when the ingredients work well with one another – our carefully chosen colour combinations reflect this.
When it comes to language, it’s straightforward, fun and makes you want to get involved. The “get stuck in” attitude of this brand is reminiscent of Tom’s voice in the kitchen and his personal brand too.
Balancing two personal brands
Both Marcus and Tom have spent time and effort building their own personal brands. But Full Time had to be a mix of the two; it needed to be distinct from each of their own, while sitting comfortably alongside them too.
We designed an active role for Marcus and Tom throughout the brand experience – not just in video content and on social media. Their faces and their recipe recommendations are there at every touchpoint, for everyone to see. On billboards, in supermarkets and on recipe cards too.
Every Sunday morning, recipes will be available to pick up in supermarkets across the UK with a QR code that links to the Full Time Instagram page, featuring cook-a-long videos hosted by Tom, Marcus and celebrity guests.
We hope Marcus, Tom and this brand get the nation cooking pocket-friendly, mega tasty meals that fill every household up before bed.