Hunter & Gather

The Challenge:

The food industry is dominated by major brands using refined sugars, seed oils, and artificial ingredients in everyday products, while consumers remain largely unaware of healthier alternatives.

Hunter & Gather, despite stocking award-winning real food products in major retailers like Tesco and Selfridges, had limited brand awareness and needed to challenge industry giants on ingredient integrity.

Our solution:

Brand idea: We created the provocative "Now We Rise" campaign platform, directly challenging recognisable "big boy" food brands through clever visual comparisons. The campaign positioned Hunter & Gather as the bold truth-teller in a market full of questionable ingredients, using confrontational messaging like "The food industry is faked up" to drive consumer education.

Brand design: The campaign centered on visually striking OOH executions featuring Hunter & Gather products alongside cleverly concealed yet recognisable competitor equivalents. We developed subversive slogans that played on familiar brand taglines, such as "Bring out the... Real Food" for mayonnaise, highlighting the absence of seed oils in Hunter & Gather's 100% Avocado Oil alternative.

Results:

The six-figure campaign launched across central London digital screens, billboards and fly posters, supported by a hero brand film distributed via Meta moment maker reaching millions. The campaign established a new educational content hub offering personalised recommendations based on health goals, while driving the brand's most extensive ambassador program to date.

"We're super excited to see our new, hard-hitting brand campaign go live. As a challenger brand, we're not afraid to stick our heads above the parapet and question the big brand players in our industry." Amy Moring, Co-founder, Hunter & Gather