Campaign strategy & development

Mash Direct

Banish the fear of missing flavour with Mash Direct


What We Did

Brand Strategy


Social media graphics

Tone of voice


Out of home

The Challenge

The Mash Direct family have been farming the land around Strangford Lough since the early 1800s and although things have changed a bit since then, their love for big flavour lives on! With a great brand presence across the UK & Ireland, Mash Direct wanted to create a new ‘flavour-focused’ campaign to launch their latest Beer Battered Curry Chip product to market.

Our Approach

Before getting started, we wanted to get a better understanding of the big flavour combinations that go into every last mouthful of the nation’s favourite veggies. So, after extensive competitor research and numerous taste tests, we were more than ready to help Mash Direct launch their new Curry Chip product. With the product launching during a nationwide lockdown, we decided to build anticipation by stirring up the Fear Of Missing Flavour. With eating out taking a back seat, we positioned the Curry Chip as an exciting flavour experience that people could enjoy from the comfort of their own home. To do this, we introduced a vibrant colour palette, a descriptive tone of voice and a burst of tasty ingredients. We then brought the campaign to life across packaging, out of home advertising, social posts and in-store collateral across the UK.

the foundation | curry chip OOH campaign
the foundation | curry chip social campaign
the foundation brand and packaging design | mash direct
the foundation | mash direct campaign | curry chips

“We worked with The Foundation to create an exciting campaign for the launch of our new Curry Chip product. We asked the team to create a concept to showcase both the high-quality of our vegetables and the innovative way we use them – we are very happy with the result.”

Clare Forster
Head of Marketing at Mash Direct

the foundation | mash direct curry chip campaign
Click to access the login or register cheese