Chopstix takes on the British lunch with first brand campaign
Chopstix launches first ever multi-channel brand campaign created by DUDE London, Punch Up Your Lunch targets lunch boredom and aims to make lunch the most exciting part of the day.
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Research shows that at the office, 52% of us skip lunch altogether, only 36% of us take our lunch break every day, and the average Brit only breaks for 35 minutes to eat it.
Chopstix believes that the UK is bored of lunch because we've fallen into the same old habits when it comes to our lunchtime meals. In fact, Brits eat over 10 million supermarket meal deals every single day, and our favourite side dish? The egg pot. So Chopstix have launched their first ever brand campaign targeting lunch boredom and encouraging the UK to take lunch a bit more seriously.
Punch Up Your Lunch is a multi-channel campaign created by DUDE London, which starts from the observation that most of us switch to autopilot when lunchtime comes, going to the same places and opting for the same choices, even though they’re often just a few steps away from a Chopstix restaurant. Punch Up Your Lunch is designed to jolt people out of that routine and make lunch the most exciting part of their day.
A hero film casts real people who share their names with the UK's best-known lunchtime alternatives. Two men called Gregg have found a new favourite roll; Mark S. and Spencer are tucking into noodles; Fay McDonald is very much loving it. Even five guys have been tempted in. All of them have ditched their usual go-to lunch for a Chopstix, and the film signs off with an invitation for everyone else to do the same. The film was directed by Luis Rojo through Knucklehead.
Credits
View on- Agency DUDE/London
- Production Company Knucklehead
- Director Luis Rojo
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Credits
View on- Agency DUDE/London
- Production Company Knucklehead
- Director Luis Rojo
- Color Studio RM
- Sound Design The Sound Viking
- Chief Creative Officer Curro Piqueras Parra
- Executive Creative Director Tomas Gianelli O'Ryan
- Creative Joe Ribton
- Creative Sophie Becker
- Designer Ross Warrington
- Head of Production (HP) Francesca Granata
- Producer Bill James
- DP Alana Mejia Gonzalez
- Editor Reed Hasan Wiles
- Colorist Vlad Barin
- Sound Mixer Tom Heddy
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency DUDE/London
- Production Company Knucklehead
- Director Luis Rojo
- Color Studio RM
- Sound Design The Sound Viking
- Chief Creative Officer Curro Piqueras Parra
- Executive Creative Director Tomas Gianelli O'Ryan
- Creative Joe Ribton
- Creative Sophie Becker
- Designer Ross Warrington
- Head of Production (HP) Francesca Granata
- Producer Bill James
- DP Alana Mejia Gonzalez
- Editor Reed Hasan Wiles
- Colorist Vlad Barin
- Sound Mixer Tom Heddy
Leanne Parker, Head of Marketing for Chopstix said “We know that lunchtime can quickly become a case of autopilot with the same choices, the same routine and, ultimately, the same predictable experience, so we wanted to change that.”
“This campaign is about more than advertising our food; it’s about challenging the conventions of lunchtime and putting flavour, excitement and Chopstix firmly back into the conversation. From our biggest-ever OOH campaign to our playful social content, every element is designed to make people stop, smile and ultimately question their usual lunch choice for something more exciting. We are really proud of what we have created and can’t wait to see it come to life across the UK.”
Tomás Gianelli O’Ryan, executive creative director, DUDE London added: “Our first brand campaign for Chopstix is out in the wild, and we’re hoping it helps people snap out of autopilot. So next time they’re heading for their “usual”, maybe go for something with a little more flavour.”
