Brief: To create a new retail concept to get customers excited and involved in food preparation and cooking by learning how to put meals together on site, building a growing passion for food.

Solution: We communicated the sense of “meal assembly” through the simple idea of an airfix kit. The illustrations, and their various combinations, create witty language that talks about good food and ease of cooking. Target audience: ‘Food explorers’; people who are either at the beginning of their journey with food and cooking or those who want to experience and make better food choices.

Exceeded all launch target revenues.

Solution: We communicated the sense of “meal assembly” through the simple idea of an airfix kit. The illustrations, and their various combinations, create witty language that talks about good food and ease of cooking.