• by Fern Siegel , June 15, 2022

Merchant Gourmet produced in-house creative for a new ad campaign to drive brand awareness.

The 25-year-old company is on a mission to inspire a healthy, plant-based diet. Products range from Korean-style grains to Persian-style quinoa.

Tagged “Summer Made Simple,” the campaign shows how easy it is to prepare a variety of dishes, whether it’s a picnic or an impromptu dinner with friends, by using Merchant Gourmet’s pouches and sauces.

The bite-size creative features several video executions, designed for YouTube, as well as display, outdoor, shopper marketing and social media in the U.K.

“Summer Made Simple” is the first campaign in a new strategy developed by Yonder Media around food moments. More executions are expected later in the year. A brand refresh and new product launches are also in the works.

“Flexi and vegetarian living has become normalized in millennial and Gen Z audiences,” said Richard Peake, managing director of Merchant Gourmet.

Ed Cox, Yonder Media founder, adds: “Like Merchant Gourmet, we believe that a world where we all eat more plants will be a better one. We’re targeting veggie-loving foodies who crave something quick, tasty and convenient.”

Yonder counts Shelter, Zizzi, Propercorn, The Coconut Collab, Make-A-Wish and Accolade Wines among its clients.