The Challenge

For Goodness Shakes had a big product news story to tell. A new, bigger 1 litre pack. But needed a campaign that could make a functional product update feel exciting, energetic and unmistakably on-brand. The challenge was taking a size change and turning it into a moment. Something that could earn attention at scale across OOH and social without losing the playful personality that makes FGS stand out on shelf.

Our Approach

The creative idea was built around subverting familiar phrases. Taking expressions people already know and flipping them to make the product news land with wit and impact. Good things come in big packages. Too good to be true, it's true. Have a good week. Each line doing double duty: communicating the product truth while earning a smile.

Campaign Concept & Creative Strategy
Supported the development of the central campaign idea. Finding the creative territory where product news and brand personality could meet. Working closely with the copywriter to ensure the visual language and the copy felt like two halves of the same idea. Neither working without the other.

OOH Art Direction — 48 Sheet
Art directed a suite of 48 sheet executions designed to stop people in their tracks. Bold typography, high-contrast colour, product-forward compositions and each execution built around a single punchy line, designed to land in under two seconds at roadside scale. Multiple headlines, one consistent campaign voice.

Social Video
A 30 second edit translating the campaign into social. Carrying the same energy and wit as the OOH into a format built for scroll-stopping. Pacing, typography and product visuals working together to make the size news feel like the biggest thing to happen to protein shakes all year.

Multi-Format Delivery
Assets designed across landscape and portrait from the outset. Ensuring the campaign held at every scale, from a 48 sheet on a motorway to a social feed on a phone screen.

Outcome

A campaign that turned a product update into a brand moment. Bold, witty executions that felt at home at scale without losing the approachability that makes FGS work. Delivered from shoot through to final assets across 48 sheet OOH and social, with a consistent creative voice running through every execution.

Project Highlights & Deliverables

• Campaign concept support & creative strategy

• OOH art direction: 48 sheet executions

• Multiple headline concepts across the campaign

• 30 second social video edit

• Multi-format asset delivery: landscape & portrait

• Brand-led product launch campaign for major supermarket distribution