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Step zero Every dish we’ve ever made started exactly like this.
An advertising and marketing studio. We take one raw idea and turn it into the campaigns, brands and content people actually choose.
See what we doChapter 01 · The idea
Not a logo. Not a media plan. One egg: the plain, true thing about your business, your customers or your market that nobody has said out loud yet. Every ad, post and page we make is built on it. Crack it well and the advertising almost writes itself. Crack it badly and no amount of media budget will save it.
Chapter 02 · Services
01 · Crack
We find the egg. Research, conversations and a hard look at your category, until the one truth worth building on is sitting in the bowl.
Customer research · Positioning · Campaign strategy
Example idea For a gym: people don’t fear exercise, they fear looking new. Campaign line: Everyone here was new once.
02 · Whisk
Air goes in, shape comes out. A name, an identity and a voice beaten into something that holds its form, plus the rules that keep it that way in other people’s hands.
Naming · Visual identity · Tone of voice · Brand guidelines
Example idea For a bakery: call it Proof
. The dough has to prove itself overnight, and so does every loaf on the counter.
03 · Plate
The plate is where people decide whether to take a bite. Websites that load fast, read clearly and get people to the good part without a detour.
Websites · Landing pages · Search
Example idea For a dental clinic: a homepage that answers the three questions patients phone about, before they pick up the phone.
04 · Season
Flavour is what people remember. Photography, film, motion and words that taste unmistakably like you, cut for the channel they’re served on.
Art direction · Photo and video · Motion · Copywriting
Example idea For a coffee roaster: Ten-second mornings
. One shot, one line, posted at 7am every weekday until people wait for it.
05 · Fire
Heat is what turns heads two streets away. Campaign ideas with enough sizzle to get noticed and enough substance to stay in someone’s head on the walk home.
Campaign ideas · Outdoor and print · Film · Launches
Example idea For a bike shop: a billboard beside the city’s worst traffic jam that says only You’d be home by now.
06 · Serve
Served once, a dish is a rumour. Served every day, it becomes a reputation. Social channels with a voice your regulars recognise before they see the name.
Social strategy · Daily content · Community · Creators
Example idea For a hardware store: a real carpenter answering DIY disasters in the comments, live, every Saturday morning.
07 · Taste
Taste, adjust, taste again. Paid media tested and tuned against numbers we agree on before the first spend, reported plainly, including the bits that didn’t work.
Paid search and social · Analytics · Conversion
Example idea Three headlines, one budget. Spend follows whichever brings the cheapest real enquiry, and we report it weekly in plain words.
Chapter 03 · Choosing the idea
Every idea gets the same honest look. Most don’t survive it, and that’s the job.
Chapter 04 · Work
Five speculative campaigns for rare, beautiful products, plated and ready. Concept visualisations, not live work. Each one comes with its recipe.
The crack test · Bring your own idea
Five tests we run on every idea before it goes anywhere near a client, ours first. Each one comes with a bad egg and a good egg from a made-up brief. Then grade your own idea. Be honest; the carton can tell.
01 The eye-roll test · made-up brief: a mattress brand
The first reaction decides everything. If it’s an eye-roll, the rest of the ad never gets read.
The world’s most comfortable mattress.
Warning: may cause oversleeping.
the idea in your head
02 The logo-swap test · made-up brief: a sleeper train
Swap in a competitor’s name. If the line still works, it belongs to nobody.
Travel better.
Fall asleep in one country. Wake up in another.
the idea in your head
03 The napkin test · made-up brief: a neighbourhood bakery
If nobody can picture it, nobody will remember it on the way home.
Passion, baked fresh daily.
Our ovens start at 3 a.m. Sorry, neighbours.
the idea in your head
04 The so-what test · made-up brief: noise-cancelling headphones
People buy what something does to their day, then use the features to justify it.
Industry-leading active noise cancellation.
Open-plan office. Closed-door brain.
the idea in your head
05 The dinner-party test · made-up brief: pet insurance
The best lines get a second life in conversation, and that airtime is free.
Comprehensive cover for complete peace of mind.
Because he will eat the sock again.
the idea in your head
The yolk The part people remember. In a campaign, it’s one line.
Chapter 05 · The result
That’s what good advertising and marketing are for: a brand people ask for by name, the way regulars order without opening the menu.
Chapter 06 · Your egg
Raw is fine. Fill in the ticket and watch it warm up. We reply personally, usually with questions first.