Two press executions build on the theme that Discovery Foods' products are healthier than those of its competitors, and reinforce the message its fajitas do not use artificial flavourings.
Discovery Foods' main competitor in the Mexican food market is Old El Paso, and this is the latest attempt to topple the company from the top spot. One campaign execution announces: "Wow! Apparently there's a chemical that tastes just like lime - call us old fashioned, but we think lime tastes just like lime ..." The second reads: "You are not an astronaut - only eat fresh food."
The work is the first for the brand to break from the agency that saw off competition to win gold at the Campaign Press Awards last month for its "age of terror" ad for Discovery Networks Europe.
The media strategy was planned and bought by MediaCom, and consists of double-page spreads and single-page colour ads in titles including You , Hello!, OK! and ES. The campaign will run from early May until the end of July.
Oliver Lewis-Barclay, a managing partner at Hooper Galton, said: "Our first 'eat different' campaign puts Discovery Foods on the map by daring to break the rules of the premium food category - easily the dullest in advertising. We try show to that our authentic real food tastes better and doesn't turn your stomach into a chemistry lab."
The campaign was written by Dan Warner and art directed by Martin Galton.
Hooper Galton won the business in January last year.