RPM3 is launching a national campaign for Mr Mash, the instant
mashed potato brand, highlighting the difference between convenience
food and junk food.
The agency’s brief was to create as much noise as possible around the
French Vico Foods-owned brand, positioning it as a time saver and not a
compromise. The campaign aims to combat the dominance of its main
Three executions will break in women’s weekly titles and the tabloids
this Friday. All feature large news reportage-style photographs showing
families eating the type of junk food now available on most high streets
alongside the endline: ’Because there is enough junk in life.’
’The advertising makes a big statement and we are buying big spaces to
present it to consumers,’ Rosalind Buchanan, the general manager on Mr
The ads were written and art directed by Tim Johnson with photography by
Paul Reece. Media planning and buying are handled by RPM3.