The campaign ‘Difficult tastes better’, created by Wonderhood Studios, sees sustainable online grocer Abel & Cole celebrate a life of inconvenience.
In the radio and paid social execution, Abel & Cole celebrate the moments that customers go the extra mile to do the right thing, even if it means making small sacrifices. Because difficult tastes better.
In the radio spot, Abel & Cole welcome listeners to ‘the Inconvenience Store’.
- Where the food costs more. Because Abel & Cole pay farmers fairly.
- Where you can only get a delivery once a week. Because it reduces carbon emissions.
- And where your broccoli might not last as long. Because Abel & Cole don’t do preservatives or unnecessary plastic on their fruit and veg.
The work marks a brand positioning shift for the business, focusing on the feeling of pride and satisfaction we get from doing the right thing, even if it’s the difficult thing.
The campaign runs for eight weeks from 24th April across linear radio stations, Spotify and podcasts in the London region. Media is being handled by Total Media.
Abel & Cole’s Head of Brand & Creative, Georgina Holland, said “It may feel counterintuitive (to say the least) to advertise our higher prices in a Cost of Living crisis or to fly in the face of convenient same day deliveries. But we want to celebrate doing the difficult thing, because it’s the right thing. That might mean just a bi-weekly Fruit & Veg Box, or it might mean a whole weekly shop. Either way, our shoppers are choosing inconvenience for all the right reasons.”
