Dave Hughes

In a time where families are struggling with rising food prices, raising disabled children or just falling upon tough times. McCain decided they needed to help. They did so by partnered with charity Family Fund, to raise £1 million, providing 150,000 grants for essentials.

Keen to advertise this great cause on their packs, they faced the challenge of communicating a lesser-known charity in a small space, which may not grab people’s attention.

Therefore, we decided to create a complete pack takeover. But how could we do this whilst still retaining the recognisable brand assets that customers search for in a shopper environment?

Simple, we asked a selection of the children that Family Fund work with to recreate the famous McCain packaging. We then chose one lucky winner whose artwork would be printed on all 18 million packs communicating our mission, supported with a full 360 campaign.

The rest of our amazing entrants were displayed in an online gallery, which also enabled viewers to download their own McCain chips colouring sheet.

Awards

IPM Awards - Best Environmental / Positive Impact Campaign - Silver

The Drum Roses Awards - Consumer Packaged Goods - Bronze

After many of us had missed shared social occasions due to lockdowns, Aero were looking to celebrate the return of getting together with loved ones. We therefore came up with our ‘Who will you ShAero with?’ campaign, which involved a pack redesign to capture shoppers’ attention.

Across sharing blocks and bags, we created a series of on-pack phrases centred around different ways to share Aero. A few examples include ‘ShAero with my girls’, ‘ShAero with the family’ and ‘ShAero with a movie’.

As well as the pack takeovers, this ShAero campaign rolled out into workplaces, cinemas and a series of retailer overlays offering prizes to share.

Awards

IPM Awards - Best Shopper Campaign - Gold

IPM Awards - Best Integrated Campaign - Silver

IPM Awards - Food - Silver

The Independent Agency Awards - Best Shopper Campaign - Highly Commended

A winning pitch, where we were asked to find a way of connecting Lucozade Energy with a new generation of younger drinkers.

The idea was to show that we need energy to power our passions, and what better way to do this than by bringing in a platform dedicated passion projects - TikTok.

Inspired by famous author and Lakeland fell walker, Alfred Wainwright, Wainwright beer has always gone the extra mile.

That’s why in 2023, we teamed them up with Strava, to bring their mantra of ‘Worth the walk’ to life. Simply complete 60 minutes of activity on the Strava app to be rewarded with a free pint of Wainwright Amber at your local pub.

In addition, we also redesigned their glassware to appeal to a younger market, whilst staying true to their loyal drinkers. We did this by wrapping a stylised map of the lakes, based on Alfred Wainwrights hand drawn illustrations, around the glass. The new designs have proven so popular, that several pubs in the Lake District have started charging for them after so many started to go walkies themselves!

In this B2B brief, Nescafé were looking to create a campaign that would make them known as ‘the’ sustainable coffee brand. However many other coffee producers were also trying to achieve the same goal.

We created a cross-channel campaign for Nescafé’s OOH portfolio across digital and print touch points which played on Nescafé’s biggest advantage - their scale. The very fact that they buy more coffee than anybody else, they have the biggest opportunity to make a difference.

Awards

Footprint Media Drinks Awards - Stakeholder Engagement - Gold

As part of the Alliance of Independent Agencies’ Diploma in Integrated Marketing, I was set a brief by Tesco. They were looking to increase trust around their sustainability credentials plus drive awareness of the removal of one billion pieces of plastic from their packaging.

One of the main areas that success would be measured was by improving their NPS score, which then sat well below competitors.

Therefore, I decided that a dramatic approach was needed to really catch customers’ attention, but also to make clear that Tesco has been leading the way in sustainability for many years and weren’t simply jumping on a bandwagon.

I was awarded the Mike Spicer Award for this project, which the AIA give to the diploma candidate they select as “the most promising agency future leader”.

Pallas Foods are Ireland's largest wholesale food suppliers.

We produced them a loyalty programme called Relish Rewards, which was designed to offer customers 'a little extra on the side'.

The Platform was amplified through a poster campaign, online advertisements and on the sides of Pallas' lorries traveling across the country.

Awards

IPM Awards - Most Effective Incentive Programme - Gold

IPM Awards - Best Consumer Loyalty Scheme - Gold

IMC Awards - B2B - Bronze

IMC Awards - Loyalty - Bronze

An award winning Direct Mail campaign, which was sent out in the New Year, in order to attract new clients and reengage with old ones.

The idea was 'The World's First Calorie Neutral Chocolate Bar'. A bold claim created simply by offering a free gym session with every bar (which had to be claimed through contacting our agency).

It was the best response the agency has had to date, in terms of meetings booked through interaction created via DM.

Awards

IPM Awards - Small Budget - Silver

IPM Awards - Best Creative - Bronze