The campaign will launch with a new TV ad introducing animated characters Dave and Geoff (a frog and snail) who champion no-nonsense cooking. The ads will run till the end of September, rolling out across TV, digital channels and print exclusively with the Evening Standard, directing consumers to a campaign Facebook page, recipe app and competition which will be launched to coincide with the ads. It was written by Patrick McClelland and art directed by Feargal Balance. It was directed and produced by by 12Foot6.
The campaign will also comprise an online mini-series starring Trigger Happy TV comedian Dom Joly spoofing celebrity chefs.