Dirty Bones #GetDirtyAtHome

Strategy

Dirty Bones came to us to launch their home delivery DIY kits for their hero dishes, The Mac Daddy burger and the Lamb Fries. At the time of launch, Boris Johnson had just announced a sex ban on the UK, only allowing people to have sex with others in their own household. As the story and rules kept evolving, we were reactive to the campaign’s storytelling narrative.

Alongside, the hashtag #GetDirtyAtHome was also blocked from Instagram and rejected on Facebook Ads.

Our thinking

We created a new kit called the ‘Get Down and Dirty’ kit, designed for two people, complete with branded condoms. As this was a content-led campaign, responsive to the news cycle, we designed three billboards to run with the initial ban, and adapted when the PM allowed ‘support bubbles’. The third billboard also exercised competitor trolling, strategically placing the billboard besides McDonald’s with a tongue-in-cheek message about being the ‘bigger Mac’.

 

Deliverables

  • Concept creation
  • Campaign direction and storytelling
  • Creative and design
  • Influencer outreach
  • Logistics and on-site project management
  • PR and media relations
  • Social strategy
  • Content production – photography and film

Here’s What Happened

  • Increased spike of orders to 30% once campaign launched on social channels
  • Increased spike of orders to 20% once influencer strategy activated
  • Most organically engaged post on social to date
  • Most requests for the delivery kits from influencers in food and lifestyle to date