Food Standards Agency (FSA) – ‘Burger v Steak’, online & social infomercial
Having successfully helped the FSA enter the world of social content, they tasked us with engaging 35-60 year old affluent males – who live online, love ‘food-porn’ and appreciate good food – on the dangers of cooking rare burgers at home.
Our approach was to use ‘food porn’ and create an ‘aha moment’, to give gravitas to the client’s key food safety message – that is, you can’t eat a rare burger but you can eat a rare steak. With this, we developed and created a three-part campaign, #BurgerVSteak. It included; an infographical style piece with a unique visual execution that allowed us to move between glossy food shots and stylish graphics; a serving suggestion ’recipe style’ film that would help the viewer prepare a gourmet-standard burger; and four giffs to further drive the campaign. The results were 3 times above client expectations