YO!
Food in Full Colour
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Campaign Type
Campaign Date
Integrated Marketing Campaign
April 2024
Food in Full Colour is an integrated campaign that shows off the range of natural colours that can be found across the YO! menu.
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This campaign aimed to eliminate boredom and bring joy to people's lives via bright, organic food. As well as a few colours inspired by YO!​​
Insight
YO! is undoubtedly the restaurant with the widest natural colour range on its menu.
Idea
Showcase this colour range with an integrated campaign that highlights the colours and the joy that they can bring to everyday life.
Excecution
Brand Partnership -
Isle of Skye Paint Company
I started this campaign by proposing a Brand Partnership between YO! and Isle of Skye Paint Company.
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The two companies have more in common than one would think, both championing natural and sustainable ingredients, and both with a strong relationship with seaweed, which Isle of Skye Paint Company uses as a natural thickener.
Paint Cans
I designed each of these paint colours with the YO! menu in mind. Drawing inspiration from the brand, the food, and the origin of the food.
Spray Paint
Paint Swatches
Organic Social Posts
Joint posts between YO! and IoSPC will mutually beneficial, pushing both brands' social platforms to the others audience, both groups instantly being introduced to the connection between the two brands.
Posts illustrate the elements that the paints pull inspiration from.
PR Event - Store Mural
Directly linked to the paint, I proposed that a mural should be created on the side of the Edinburgh YO! location, using only the paints that are part of the Brand Partnership.
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Names I put forward to produce this mural included Scottish artists Rogue One and Frodrik.
PR Stunt -
Major Airport Conveyor Belt
Food model at Baggage Claim
I wanted to create an unexpected brand activation for this project and after studying some guerilla marketing I decided the best stunt would be putting a giant model bowl of sushi on a Baggage Claim conveyor belt.
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Doing this mimics how food arrives to customers in YO! Restaurants. This makes the stunt unexpected, intuitive, and impactful.
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A stunt at baggage claim would mean this would be one of the first brand communications someone sees after landing in the UK, and by far the most unforgettable.
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The messaging on the giant tag positions YO! as a fun, friendly joyful brand and highlights a colourful offering cpmpared to where a traveller may have just come from, contrasting themselves from the often dreary United Kingdom.
Oversized tag attached to model
Advertising - Instagram
I wanted all the advertising in this campaign to highlight the colour found on the YO! menu, and where possible, contrast it with the dulls of everyday life.
On Instagram, I have juxtaposed dull office life with bright meals from YO!
Advertising - TikTok
This short video contrasts the all-too-common grey skies of the UK with bright YO! dishes, using high-quality images and the YO! colour palette.
This video of course could be used across any channel and can be adapted for a short TV spot.
Advertising -
Public Transport
To help drive home the integrated campaign, I designed adverts for public transport.
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These designs were created with the Glasgow Subway in mind, with posters and banner ads with a quick-moving consumer in mind, the messaging had to be bold and simple.
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Of course, these ads could be adapted to any OOH ad space or even print media.
Poster
Banner
Advertising - Television
I created a storyboard of a TV advert that could also be adapted to portrait for use on TikTok or Instagram Reels
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The ad features two characters built solely on dull and vibrant archetypes. Mr. Grey, the boss who dresses dull, eats dull and talks dull. And Mr. Sunshine, who dresses brightly, talks with a joyful tone and has bright dishes from YO!
