Expanding British broth brand, Borough Broth, has invested in its first ever OOH campaign, calling out just how long it takes to actually make the product and highlighting the time saved when using Borough Broth’s pouches. With a number of different iterations, seen across key London advertising spaces, the tongue-in-cheek campaign is raising awareness of Borough Broth and the benefits of slow-cooked broth.
The bone broth category is growing quickly in the UK – and has been championed by many celebrities for its anti-inflammatory properties, collagen content and gut-friendliness. Borough Broth has been on the market since 2015 and was started by Ros Heathcote.
“Bone broth is a great source of protein and natural collagen and, as our studies show, the longer you cook the bones for, the more nutrition and collagen you extract. Our broths are organic and they are slow-cooked in small batches for 24 hours or more to bring you a nutritious and delicious broth that tastes homemade,” Heathcote says.
The campaign, designed by the team at Orange Panther Collective (OPC) features the Lamb, Beef and Chicken broths. The product-focussed posters are described by OPC as loud and proud with a smile in the headlines.
Nigel Roberts, creative partner at OPC, says of the campaign: “Even though bone broths have been around forever, they’re becoming more and more popular right now given the added exploration into their nutrient values. And, with new brands popping up, it’s a good time to affirm the quality of Borough Broth. So this new campaign is a bold celebration of the fact that these broths are cooked longer, to give them more flavour. A simple but confident message.”
The trend for less processed foods, and a turn towards functional foods, positions Borough Broth as the ideal solution for time poor but health-conscious consumers.
Running for two weeks from 26th February, you can see the campaign across London, including the iconic Old Street Roundabout. Borough Broth is available in Ocado and Waitrose and is on promotion in both until the end of the campaign.
