Inside Abel & Cole’s ‘deliberately disruptive’ marketing strategy
The sustainable food delivery brand has adopted a new creative approach, which has pushed it out of its comfort zone but enabled it to be more “confident” as it strives for growth.
In 2022, Abel & Cole kicked off a brand strategy project that would completely redefine what it stands for as a brand and uncover an “interesting tension” among its target audience.
The sustainable food delivery brand, which was founded in the late 1980s, was facing some “major challenges” as a brand in terms of growth. Not only was it operating in an increasingly crowded space for sustainability, but it felt that in a time-poor world people were actually going out of their way to ignore its advertising, says head of marketing, Georgina Holland.
“You only have to think about whether you, yourself, read every email from a brand or just delete them, if you skip podcast ads […] that’s the reality of the world we’re operating in,” she says. “So we had this sense we weren’t going to get where we needed to get to by doing what we’ve done before.”
