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‘Hats Off’ activation, for Thomas Fudge’s
Making a moment for remarkable biscuits!
Overview
Thomas Fudge’s delicious florentines are a highly credible product, with quality ingredients assembled by experienced craftspeople. We needed to bring that credibility into the brand experience. To do this, we leveraged their refreshed brand identity and tagline, plus flagship sponsorship of the RHS Chelsea Flower Show.
We speartheaded a major brand re-launch, across a multi-channel campaign. A series of high-impact in-store activations to stop shoppers in their tracks were complimented with a podcast ad that sought to make the florentines as appealing to the ears as they are to the eyes and taste buds!
A bit of background…
What’s a Florentine?
Each Thomas Fudge’s Florentine is a luxurious mosaic of roasted almonds, hazelnuts, and fruit, lovingly bound in golden caramel and finished with a smooth layer of rich chocolate.
Who’s Thomas Fudge?!
A dapper Dorset baker, known for his top hat and splendid handlebar moustache. He founded his bakery in 1916, devoted to crafting indulgent creations that reflected his impeccable taste and old-fashioned charm.
The brand secured a perfect moment to mingle with their target audience with a showy display at the world’s most famous flower show.
A top (hat) experience
A tasty partnership
Brand awareness and sampling in iconic London store locations, with an extension opportunity onto the airwaves and into the ears of their customers via The Dish Podcast
In-store
We created ‘Hats Off’, an imaginative and decadent in-store sampling experience celebrating Thomas Fudge’s signature wit and craftsmanship. The creative combined playful storytelling and beautiful floral flourishes delivering standout visual theatre.
The campaign ran across John Lewis / Waitrose Oxford Street and Waitrose Canary Wharf, featuring window displays, mid-floor installations, and sampling bays. Our team handled concept development through to production, ensuring each touchpoint reflected the brand’s charming eccentricity.
🔊 Greetings Culinary Explorers!
Promoting the range in audio gave us a golden opportunity to jump back in time and channel the decadent, Victorian charm of the man himself, Mr Thomas J Fudge!
Our playful script eloquently covered a lot of ground, unpacking the indulgent ingredients and fabulous flavours of these incredible florentines, flagging their availability in ‘your nearest self-respecting supermarket’ and there suitability to grace the plates of the greatest gastronomes… whilst being equally at home with a cup of builder’s tea!
What our client thought
"Nonsense led the creative and execution of our most premium biscuit brand’s activation in John Lewis & Waitrose — and absolutely delivered. Despite extremely tight timelines, they embraced the challenge, turning around creative concepts at incredible speed without compromising quality. Their RTBs brought a fresh, original perspective I hadn’t seen before - original, cohesive, and totally on brand.
On logistics and build, Nonsense took full control, liaising directly with Waitrose, who even fed back on how easy, efficient, and professional they were to work with. A true partner from start to finish."
Lauren Steventon - Brand Manager, Thomas Fudge's, FBC
The Project in Numbers
Over 1000% increase of in-store sales during promo week
6000+ florentines sampled
3 million+ passersby on Oxford Street
Over 1.35 million listens to the Dish Podcast ad