"Sprinkling humor on food marketing Take pickle and chutney brand Geeta's Geeta Bit Naughty. This cheeky campaign featured pixelated food ads showing bold flavor pairings such as mango chutney in spaghetti bolognese or fajitas made with roti - challenging culinary norms without offending traditionalists. By borrowing from the visual language of X-rated content, Geeta's injected a dose of irreverence into a category often seen as predictable."
"In one stroke, the brand hijacked attention at the precise moment of purchase consideration. Developed with AlmapBBDO, the initiative used Google's Local Guides feature to redirect customers searching for rivals to Burger King deals. "The idea is quite simple: if you're not the most searched brand on Google, aim to be the most purchased one," said Igor Puga, vice president of marketing at Zamp, BK's parent company, in a press release."
Post-Covid advertising shifted from nostalgia and dark humor toward a more mischievous, titillating brand tone. Mischief Marketing intentionally surprises consumers by doing the 'wrong' thing with wit to remain bold and effective. Global campaigns demonstrate playful rule-breaking across categories and regions, from cheeky food ads that challenge culinary norms to audacious location-based hacks that intercept competitor purchase moments. Campaigns use visual provocation and platform features to redirect attention and encourage consumer defiance. The approach aims to create memorable brand moments, boost conversions and usher in a new era of irreverence across the creative industries.
Read at The Drum
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