A campaign for guacamole brand Holy Moly has tapped into an unlikely source of inspiration for its latest ad campaign, subverting drug culture and the language around it.
An out of home, social and experiential campaign will position Holy Moly, which is made, packed in and shipped from the South American country, as Colombia’s Purest Export. By being shipped at source Holy Moly is able to remain entirely unadulterated, standing apart from other guacamole products which require preservatives to stay ‘fresh’.
The new work is the brand’s first from its partnership with creative studio Insiders, the new consultancy set up by Josh Clarricoats, former Managing Director of Hell Yeah!, that offers project-based in-house strategic, creative and production expertise for growing brands.
The campaign taps into the underworld nature of illicit goods, with films showing the product being handed over in parked cars, while ‘Guac dealers’ distribute samples in and around London’s picnic hotspots.
Fly posters and QR codes positioned near sampling and OOH sites will invite people to proactively WhatsApp Holy Moly with their geo location to receive guac (and tortilla chips) straight to their picnic. ‘Dealers’ will be in character, using scripted lines and language while sporting ‘Guac Dealer’— branded bum bags, shades and caps.
Anyone sharing a snap or video of their Guac drop on TikTok or Instagram, with the hashtag #guachookup, will be in with a chance of winning party drop-offs including beers, snacks and Holy Moly guacamole.
Londoners really crave purity from their food and hunt out the products that can offer this. The campaign aims to make Holy Moly’s target audience aware of this, by focussing on the product’s provenance in the most unholy way.
This innovative, tongue-in-cheek campaign is perfect for a brand like Holy Moly which aims to stand out for just being better than everything else on the market. As a challenger brand we wanted a campaign that set us apart from the establishment and that is absolutely what we have.
Tom Walker, founder of Holy Moly
The brief was to create something with an air of rebellion and the unconventional about it that would set Holy Moly apart from the many other competitors in the supermarket. By creating a mini through the line campaign we’ve proven you don’t need a huge budget to make an impact.
Josh Clarricoats, founder and MD of Insiders
Film download links here: Illegal guac; Guac dealing in London Parks
Featured image: Holy Moly new campaign