Another auto-pilot lunch? Same place, same choice. That’s what most people are having today. And tomorrow. And…

In fact, Brits eat over 10 million supermarket meal deals every single day, and theur favourite side dish is the egg pot, according to research.

Those observations led DUDE London to develop a fun campaign for Chopstix restaurant. Punch Up Your Lunch aims to jolt people out of that routine and make lunch the most exciting part of their day.

Some of the outdoor executions are a direct challenge to Chopstix rivals. Billboards placed across the UK near competitor restaurants play on each brand’s familiar look, asking passers-by “McSame again?”. Premium large-format screens in major city locations such as Westfield Stratford, Lakeside, Trafford Centre, and Glasgow Argyle Street remind passers-by that there’s “no roll like a spring roll”. Other executions go after the lunches Brits are slowly getting bored of, like the egg pot (“B-ooo-ring”), the meal-replacement shake (“Since when was this lunch?”) and the sad supermarket sandwich (“If you are what you eat, don’t be ham (no mayo)”).

A hero film casts real people who share their names with the UK’s best-known lunchtime alternatives. Two men called Gregg have found a new favourite roll; Mark S. and Spencer are tucking into noodles; Fay McDonald is very much loving it. Even five guys have been tempted in. All of them have ditched their usual go-to lunch for a Chopstix, and the film signs off with an invitation for everyone else to do the same. The film was directed by Luis Rojo through Knucklehead.

There’s also an incentive for all Greggs around the country to have a tastier roll – the Chopstix spring roll. Any customers lucky enough to be named Gregg are entitled to three free spring rolls by signing up on the Chopstix website to get their voucher.

Leanne Parker, head of marketing for Chopstix, stated, “We know that lunchtime can quickly become a case of autopilot with the same choices, the same routine and, ultimately, the same predictable experience, so we wanted to change that. 

“This campaign is about more than advertising our food; it’s about challenging the conventions of lunchtime and putting flavour, excitement and Chopstix firmly back into the conversation. From our biggest-ever OOH campaign to our playful social content, every element is designed to make people stop, smile and ultimately question their usual lunch choice for something more exciting. We are really proud of what we have created and can’t wait to see it come to life across the UK.”

Tomás Gianelli O’Ryan, executive creative director, DUDE London, added, “Our first brand campaign for Chopstix is out in the wild, and we’re hoping it helps people snap out of autopilot. So next time they’re heading for their “usual”, maybe go for something with a little more flavour.”

The creative also runs through in-store communication and a programme of organic and paid social content, targeting more enemies of flavour and giving timelines a punch in the tastebuds. 

Credits:

Client: Chopstix
Marketing Director: Elio Elia
Head of Marketing: Leanne Parker
Delivery Sales Performance Manager: Rich Jinks

Creative Agency: DUDE London
CEO & Partner: Francesca Spitali 
Chief Creative Officer: Curro Piqueras Parra
Executive Creative Director: Tomás Gianelli O’Ryan
Creatives: Joe Ribton & Sophie Becker
Designer: Ross Warrington
Head of Production: Francesca Granata
Head of Strategy: James Clee
Social Media Manager: Mia John-Phillip
Client Director: Hamish Day
Account Director: Jeanine Vette
Senior Account Executive: Giulia Orlandoni

Production Company:  Knucklehead
Director: Luis Rojo
Producer: Bill James
DOP:  Alana Mejía González
Costume: Anna Zamora
Editor: Reed Hassan-Wiles
Colourist:  Vlad Barin @ Studio RM
Sound Mixer: Tom Heddy @ The Sound Viking

Media: WPP Media’s Mindshare.
PR: Down at the Social