Creative Work of the Month: Being 'incredibly rich and incredibly cheesy' pays off for GBK

GBK’s ‘Vote Rump’ campaign has stormed to victory securing the Creative Work of the Month title for October.

Created by You Agency, the European work comes in response to the number of new entrants to the UK premium burger market.

Attempting to cut through the noise the campaign suggests that GBK’s burgers are so good they could get voted as a party candidate for the US election.

Running with the tagline – ‘Vote Rump, our thickest burger ever’ – You Agency has developed the creative idea with further payoff lines including ‘It’s a no brainer’, ‘It’s really rich and incredibly cheesy’ and ‘It’s a bit of an arse.’

GBK loved the idea that its now going to market with a Rump Burger. 

YOU Agency: GBK 'Vote Rump'

Agency: YOU Agency

Client: GBK

Date: October 2016

YOU answered the brief from GBK, which asked for a communications strategy to regain thought leadership having been the original premium burger joint in the UK since 2001. Due to dozens of new entrants in the UK market it needed to leverage its brand further to cut through the noise. YOU’s creative hive then came up with the ‘Vote Rump’ campaign, aimed to play on the fact that GBK’s burgers are so good they could get voted as a party candidate for the U.S election, with the strapline – Vote Rump, our thickest burger ever.

YOU Agency have developed the creative idea further with payoff lines, such as;

‘It’s a no-brainer’
‘It’s really rich and incredibly cheesy’
‘It’s a bit of an arse’

GBK loved the idea so much they are going to market with a specially developed Rump Burger in all of their 78 restaurants for the course of the campaign.

 

Credits:
 

 

Executive Creative Director: Kat Mitchell
Art Director: Conor Murphy, Jason Vrakas
Copywriter: Kat Mitchell, Jason Vrakas
Additional Credits: Typographer/Designer: Conor Murphy
Head of Client Services: Anna King
Senior strategic planner: Beverly Mail
Media account manager: Harriet Gorman
Manging Director: Gary Grant 

Tags: Europe, creative work of the week, Ad of the Week

 

 

 

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