INSANE GRAIN

London Billboard Campaign

This was a lot of fun. As a company, Insane Grain are all about fun and weirdness. They really wanted a campaign idea that was saturated in personality. They are bagged sorghum snack with three lines; cheese, salt & vinegar and the worlds first salted caramel puff. The product has a list of health benefits as long as my arm, however we didn't want to dwell to much on this as 1) People wouldn't be able to absorb that much information from a billboard and 2) They are a mass-market brand and don't want to fall into the health food category. Instead I suggested we make fun out of the fact of no one knows what sorghum even is. I decided to compare it to quinoa as they are both grains with health benefits but people already understand what it is. Therefore solving the problem of having to explain what sorghum is in addition to telling the audience it's a good thing. 

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These will run in 15 locations in London from June 2020

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