Hunter & Gather has rolled out a new OOH campaign aimed at “challenging the big boy food brands on their ingredients’ integrity”.
The six-figure ‘Now We Rise’ push features ads that position Hunter & Gather’s ketchup and mayonnaise as superior alternatives to Heinz ketchup and Hellmann’s mayo.
Although they do not directly reference Heinz and Hellmann’s by name, they feature their own twist on the two condiment brands’ slogans.
The ketchup advert displays a typical tomato sauce next to Hunter & Gather’s Unsweeted Tomato Ketchup, using the slogan ‘It has to be…refined sugar free’.
The mayonnaise ad, meanwhile, features a regular jar of mayo on a yellow background with a blue logo, alongside the strapline ‘Bring out the… real food’.
“As a challenger brand, we’re not afraid to stick our heads above the parapet and question the big brand players in our industry,” said Hunter & Gather co-founder Amy Moring. “We want to educate people on how to rise above the noise and to eat and live more naturally – the Hunter & Gather way.”
Marketing director Thom Nowell added: “With so much misinformation and quick-fix solutions out there, we know that many people feel confused and disconnected about how to improve their health. Hunter & Gather is here to offer a different path, empowering people with the tools they need – through product, education and community – to cut through the noise and take back control.”
The ads are being rolled out across central London digital screens, billboards and fly posters. Hunter & Gather is also reading a hero brand film to roll out across Meta platforms, and wider influencer activity to support the campaign.
Hunter & Gather’s condiments, oils and supplements are stocked in retailers including Tesco, Ocado, Holland & Barrett, Whole Foods Market and Selfridges.
Its Unsweetened Tomato Ketchup is stocked on Ocado, while its Avocado Oil Mayonnaise is listed with Tesco and on Ocado.
The Grocer has approached Kraft Heinz and Unilever for comment.
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