Colman's gets personal with new campaign raising awareness of local food businesses

adam&eveDDB is behind a new OOH campaign for Colman’s called ‘Local legends’.

adam&eveDDB is behind a new OOH campaign for Colman’s called ‘Local legends’ to demonstrate the condiment brand's support for the nation's local food businesses while raising awareness of them within their communities.

To do this, adam&eveDDB worked with 150 small, local food businesses around the country, from fishmongers to farm shops, to get their names to appear on nearby OOH sites – totalling 600 different locations in all.

The agency then created 150 different posters mentioning each specific shop by name, for example ‘Saswick House Farm Shop, Blackpool. Putting the deli in delicious’, along with the hashtag #lovelocal. These appear on the sites near the shops, reminding residents to support their local businesses. The posters are designed in Colman’s iconic mustard/red colourway.

The campaign runs until Easter.

Credits

Client: Unilever
Brand: Colman’s
Project/Campaign name: Local Legends
First Air Date: 22^nd March 2021
Client/s Team: Colman’s
Marketing Director Foods UK and Ireland: Fikerte Woldegiorgis
Marketing Manager: Kyrie Merryman
Assistant Brand Manager: Cyrus Kamshad
Agency: adam&eveDDB
Group Executive Creative Director: Ben Tollett
Chief Creative Officer: Richard Brim
Copywriter: Michael Burke
Agency producer/s: Amy Simmons
Planner/s: Sara Keegan
Project Manager: Lara Harper
Joint CEO: Tammy Einav &/ Mat Goff
Managing Partner: Tom White
Account Director/s: Oliver Lester
Account Manager/s: Hugo Evans
Design: King Henry
Designer: Scott Silvey
Retouch: Dan Sandalls, Gemma Lawton
Media agency: Mindshare
Media planner/s: Tess Domenet, Ismaila Bojang
Production company: Gutenberg
Producers: Marc Dolby, Rhys Martin, Gary Halfacre, Trevor Malone, Stuart Snelson
Artwork & production: DOOH.com
Producers: Christy Downes, Thomas Stimson, Steven Dennison