101 Reasons

Reason 79 from the 101 Reasons campaign – award winning eggs showing a fresh egg with a 1st place rosette made from craft paper.

Abel & Cole – Organic September campaign

Part 5/5: OOH & ATL

Senior design by Michelle Evans, Senior copywriting by Barry Lattimore-Quinn, campaign photography by Gary Congress, social media and video by Fred Mackenzie, email design by Berta Barcia, web design by Sam Roberts with recipe styling by Jassy Davis and Sam Richards.

Abel & Cole’s 101 Reasons campaign went out into the world in September 2017 on their fleet of (not quite 101) vans, around the London Underground with a series of tube adverts and in some out-of-home activities in the city of Winchester.

A photo of one of the London Underground adverts, this one shows the campaigns primary Reason 1 – food from the farm to your door. It’s lime green.

Tube advertising

We ran three tube adverts; one advertising the brand and two advertising Abel & Cole’s recipe boxes. The visuals were recognisable on the website, should a customer convert.

A photo of one of the London Underground adverts, this one shows Reason 59, which is about recipe-box choice. It’s orange. A photo of one of the London Underground adverts, this one shows Reason 22, which is about being able to order only one recipe box per week. It’s purple.

Delivery vans

Sadly we didn’t quite have 101 vans so we picked out a selection of reasons for the fleet. One of which is shown below.

One of Abel & Cole’s yellow vans with a Reason 1 panel on it’s side.

Winchester out-of-home

Abel & Cole ran an out-of-home exercise in Winchester comprising bus shelter and phone booth advertising, which backed up events and door-to-door activities.

A bus shelter advert showing Reason 1 from the 101 Reasons campaign. A large billboard showing Reason 1 from the 101 Reasons campaign. A smaller billboard showing Reason 22 from the 101 Reasons campaign.