Problem: “We’re launching some American Pie flavours, but can’t crack the idea and need something that’ll work for events. You’ve got 24 hours.”

Solution: The Pie-Ettes, a doughnut soul group that gave the flavours something extra.

Results: Turned the work round and won the pitch. Helped the PR agency create ‘Doughtown Records’, a speakeasy with live entertainment and delicious sampling. Drove highest sales of 2019 with 16.5% uplift - also their most successful Americana-themed campaign EVER (they do one a year). Yum!

Creative credit: Phil McDonald, AD/design