Repositioning Pie N Mash

This a project from the back end of last year...



The brief was to create a route for the repositioning of so-called “un-cool” products. These ranged from Full English Breakfast and Tea to Port, Real Ale and Liebfraumilch. We were not given a choice as to which we would deal with. We were required to produce a series of integrated campaigns incorporating Print, 3D, Sequence and Interactive.
What followed was an intense period of knees-ups, rhyming slang and an expanded waistline. This led to my Cockney Party route, resulting out of the fact that Pie ‘n’ Mash is primarily a very traditional, working class, East End only meal.
A conversation with fellow students led me to utter, “Pie ‘n’ Mash is Cockney only food. It’s theirs, not yours. You can’t have it!”
This defence of Pie ‘n’ Mash from the non-Cockney hoards provided me with the perfect angle for the product’s repositioning and led to the development of The Cockney Party, standing proud and alone in championing Pie ‘n’ Mash as strictly Cockney only nosh.
The campaigns have been developed to make consumers wonder whether the party could actually be genuine using a strong political-style visual identity. The poster/print campaigns should be subtle enough for the viewer to question this and search out more information on the party themselves. Subsequently, interactive aspects such as the party website would continue the prettence, just like this document did when you first glanced (hopefully).
I wanted people to be emotionally involved with the campaigns and viciously opposed to the values the part stand for, without them being too aggressive or fascist. The use of red, white and black together with Gill Sans (in various guises) is a nod to the Nazis, Barbara Kruger and The Sun, while Rockwell provides a strong serif alternative. However, it is important that the good name of the Cockney is not sullied or tainted with the Nazi brush. The best way to avoid this is through the subtle use of humour, whether it be the cab livery or Party Political Broadcast TV spot.
As roll-out occurs, a guerilla opposition, “Pie ‘n’ Mash 4 All Coalition” would begin with a much more gritty, homemade visual identity - on bill posters, stickers, viral calls to ‘Join the Resistance’ and real-life demonstrations.