7-Eleven, Sweden, is embarking on a bold new journey to reinforce its position in the fiercely competitive food market. In a break from their typical coffee, hot dogs, and cigarette offerings, 7-Eleven planned to introduce a range of take-out lunch options in the spring of 2022 that included nutritious salads, delicious soups, and freshly baked sandwiches.

However, being considered a viable lunch option presents a significant challenge for 7-Eleven. Not only do they lack a prominent position in the lunch market, but they also face stiff competition from established lunch restaurants in big cities. To overcome these challenges, 7-Eleven needed to find a new way to communicate the launch of their new lunch offer that would stand out from the crowd.

Given the company's tendency to frequently launch news, the campaign's success of heavily relied on its ability to differentiate itself from the noise and capture the attention of consumers.

The campaign was a clever blend of small, fictional stories with food as the focus, drawing inspiration from the tonality and aesthetics of the tabloid press. In much the same way as the gossip magazines, our copy featured both nonsensical and valuable information about 7-Eleven's new lunch offer. The gossip-inspired approach ensured our message stood out from the crowd, grabbing the attention of consumers.

Our results were impressive: a whopping 86% of those exposed to the campaign reported awareness of 7-Eleven's lunch offer, demonstrating that our message was both understood and remembered. Even more impressively, 64% of those who saw the campaign purchased lunch from 7-Eleven in the last few months, compared to just 18% of those who hadn't seen the campaign. These figures demonstrate that 7-Eleven has taken a significant step towards cementing its position in the competitive food market.