Greene King - The Roast with the most
Shrinkflation has the UK in a chokehold.
Even the one meal built on abundance, the Sunday roast, was starting to feel stingy. Scraps at Toby, or daylight robbery at your local.
So when Greene King asked us to put Farmhouse Inns back on the map, we put the roast on the pedestal it belongs on. Not as just another pub meal, but as the answer to the nation’s prayers.
So we created The Roast With The Most: a godly campaign world built around proper portions, full plates and zero restraint.
We created a heavenly OOH campaign that gave the roast the bigger treatment it deserves, with art direction straight from the gods.
We wrote our own roast scripture and turned it into a series of social films, recorded with a choir to make the whole thing feel part sermon, part carvery propaganda.
We sourced a God-like VO artist to deliver three thunderous radio spots.
But we didn’t stop at just preaching…
We hired ad vans, sent them to Toby Carveries across the Midlands, and called out their crimes against roast dinners.
All while blasting a heavenly choral sting to let the sinners know who was really doing the Lord’s work.
