yfood's disruptive campaign

Disrupting all the normal conventions of food advertising, eschewing appetite appeal and bringing in a punk sensibility, this campaign aims to sew disruption in the conventional and conservative German market where realism is strongly valued by brands and their marketers.

The campaign, called The Disruptors, is set to run across Germany, Austria and Switzerland before extending to the UK, France and Netherlands.

The approach to the yfood campaign, says the team behind it, does away with the conventional approach of  agency/client meetings, months of deliberation, tweaking and trimming and adopts the Lennon-esque post-Beatles approach of recording live and releasing in the shortest time possible in order to maintain the original vitality and energy of the original concept. This yfood campaign's journey, from concept to screen, was just two months.

"For us it was the perfect synthesis of product and brand understanding, as well as digital distribution know-how and high production and creativity competence," said yfood’s CMO, Marco Raab. "From this point of view, there was no classic agency, but a strong external partner network. For yfood this was not only a test, it was also groundbreaking. In the future, every project will have to be checked to see which type of production is the best. There will be no 'one-fits-all'."