Cannes Lions

The Hangry Duck

SUPERUNION, London / THE BUTCHER THE BAKER / 2019

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Overview

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Credits

Overview

Background

‘The Butcher The Baker’ is an independent butcher/bakery. Despite the popularity of their bread, unfortunately they always have bread left over.

Unwilling to add to the UK’s food waste (44% of UK’s bread is wasted), they set up a microbrewery to turn their uneaten bread into beer – available solely at The Butcher The Baker store.

Over the past five years, the number of small UK breweries has risen by 64%, creating an overcrowded marketplace and standing out in the sector has become increasingly difficult.

We were commissioned to develop an identity for the new beer that differentiates the brand in the crowded sector – with a brand name, identity and packaging for an IPA beer.

Idea

Everyone thinks beer made from bread is a great idea… except for ducks! Diverting leftovers from their pond means they go hungry. When they go hungry, they get angry.

We created a brand based on one duck’s outrage: The Hangry Duck – who takes to flyposting a series of protest messages to the bottles.

The Hangry Duck brand was designed to ensure it took an unexpected approach, that would differentiate from the cool, tactile and often sophisticated packaging of the majority of craft beers.

Execution

A series of 12 fly-posters were created, each carrying a protest statement to highlight The Hangry Duck’s plight, for example; ‘Ducks on the breadline’, ‘Sitting Ducks – take a stand’, ‘Bread or Dead’ –each message is signed by The Hangry Duck – scribed with a duck feather.

Each fly-poster is stuck by hand over the ‘Beer is made from Bread’ label, accidental creases add a nice detail that reinforces the idea.

And the final touch, are yellow bottle caps – a subtle nod to the yellow bills of the duck.

Outcome

Despite The Hangry Duck best efforts, beer made from bread is selling well.

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