SORTEDfood is a cooking channel on YouTube with over 1.5m fans. It includes four 20-something best mates that muck around in the kitchen and make food in the process. We needed to bring the channel to new cross-over audiences and the One Directioners were a demographic match, so it was the perfect opportunity to showcase the high-quality content that SORTEDfood create in a novel way - with One Digestion.

We tasked SORTEDfood to create a parody One Direction music video that demonstrates the high-quality content they produce. The video concept included inviting One Direction over ‘to tea’ while showing fans how to make the best chocolate cake ever. But this time, the video wasn’t just for their YouTube channel, it was for 20,000 screaming One Direction fans at the O2 Arena in London.