The Nation’s Favourite – Richmond Sausages | Clapboard Ad Archive

The Battle of Dinnertime - Dolmio | Clapboard Ad Archive — archive collection thumbnail

The Battle of Dinnertime - Dolmio | Clapboard Ad Archive

Dolmio’s 2018 campaign The Battle of Dinnertime, created by BBDO for the UK food market, transforms the familiar evening meal into a vivid metaphor for the everyday struggles and joys of family life, positioning the brand as the linchpin that turns chaos into connection. By framing 17:43pm—the precise hour when families typically gather—as a battlefield, the campaign leverages what Clapboard’s taxonomy classifies as FORMAT#3—Symbolize the Problem—to dramatize the dinnertime experience without literal depiction, instead using symbolic analogies to capture the friction, negotiation, and warmth inherent in these moments. The single film asset uses this allegory to depict the mealtime dynamic as a spirited contest, full of competing personalities and unpredictable interactions, thereby making the ritual universally recognizable and emotionally resonant. This approach allows Dolmio to align itself with the emotional core of communal dining, emphasizing not only the product’s role in meal preparation but also its cultural significance as a facilitator of family togetherness. The campaign’s narrative strategy blends humor and authenticity to reflect the lived reality of its UK audience, avoiding celebrity endorsements or direct demonstration in favor of storytelling that feels intimate and genuine. By focusing on a sharply defined moment and dramatizing it through the metaphor of battle, BBDO creates a vivid shorthand for the daily negotiation of tastes, preferences, and personalities around the dinner table. This symbolic representation elevates Dolmio beyond a simple ingredient to a brand that supports and celebrates the ritual of shared meals. The campaign’s English-language execution ensures accessibility and cultural relevance, amplifying its appeal across the domestic market. Clapboard rates this campaign 63/100. The Battle of Dinnertime matters to the industry because it demonstrates how symbolic storytelling can deepen brand relevance in the food category by turning ordinary daily rituals into compelling narratives that resonate emotionally and culturally.

Be more Berocca - Berocca | Clapboard Ad Archive — archive collection thumbnail

Be more Berocca - Berocca | Clapboard Ad Archive

Berocca’s Be More Berocca campaign, launched in the United Kingdom in 2017 with creative duties handled by JWT, delivers a vibrant entry into the food and drink market with a focus on the intersection of energy support and mental performance. The core film asset features Roccy the Chameleon, an animated mascot exploding with energy as he dances to the global beat of Panjabi MC — a musical choice that immediately roots the work in contemporary, multicultural British culture, while serving as a playful yet apt visual metaphor for the adaptive agility Berocca wants to symbolize. Rather than literal depictions of product benefit or the tired tropes of lab coats and serious voiceovers, the campaign aligns with what Clapboard’s taxonomy identifies as FORMAT#9—Symbolize the Benefit: product impact is exaggerated and energized through a character’s transformation, embodying the mental sharpness, renewed vitality, and ready-for-anything attitude the vitamin tablet promises. The strategic use of an animated chameleon is far from accidental; chameleons are synonymous with adaptability and transformation, directly mirroring the promise Berocca makes to UK consumers jostling the demands of busy, cognitively demanding lives. JWT’s decision to pair this charged performance with the iconic hook of Panjabi MC ensures the spot cuts through the UK’s noisy non-alcoholic drinks category, situating Berocca as a supplement that bridges functional energy with a spirit of fun and self-expression. With over 730,000 views on YouTube driving digital presence and strong calls to action inviting further engagement across Twitter and Facebook, the campaign seized the moment to connect with an online audience seeking not only day-to-day mental support but also relevant, entertaining content they might share. Berocca’s messaging pivots on clear substantiation of product efficacy, foregrounding the inclusion of vitamins B1 and B2 for energy release and pantothenic acid for cognitive support, ensuring that the creative spectacle is firmly grounded in the functional core of the brand. In a category crowded with hydration claims, athletic endorsements, and flavor-forward wellness plays—whether from Red Bull’s high-octane lifestyle marketing or Vitaminwater’s health-conscious positioning—Be More Berocca sets itself apart as a spirited call to daily mental performance, targeting students and professionals alike. The campaign earns 70/100 in Clapboard’s global creative archive. For an industry long reliant on literal functional claims, Be More Berocca signals the potency of symbolic storytelling when functional benefit and cultural resonance are skillfully woven together.

Living your taste - Klinsky | Clapboard Ad Archive — archive collection thumbnail

Living your taste - Klinsky | Clapboard Ad Archive

Living your taste marked a distinctive moment for Klinsky and the Swedish food advertising landscape in 2017, as Forsman & Bodenfors reimagined brand storytelling with a campaign that champions individual expression and the full savor of life. Rather than relying on demonstration, testimonial, or overt narrative arcs, the campaign draws its energy from an aspirational, user-centric perspective that aligns Klinsky with the values and self-image of its audience. Delivered in Russian language and centered around the idea that extraordinary experiences await those who seize every chance to taste life on their own terms, the film positions the brand not only as a provider of food, but as a facilitator of authentic, lived moments. Forsman & Bodenfors, widely respected for their cultural acuity, deploys what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery, using vignettes of relatable individuals who embody diverse facets of modernity, aspiration, and genuine enjoyment. Visually, the campaign resists heavy-handed cues, instead suggesting that embracing one's true self and making personal choices — culinary and otherwise — are acts of self-affirmation as rewarding as the product on offer. Subtly embedded in the lifestyle genre, this approach eschews utility-driven messaging in favor of nuanced, emotive resonance, reinforcing Klinsky as a brand attuned to contemporary sensibilities and differentiated by its commitment to authenticity. The impact of this strategy is underscored by significant viewer engagement, surpassing five million views and prompting discussion amongst a socially aware consumer base. Klinsky, with Forsman & Bodenfors at the creative helm, thus sets out not simply to advertise a food product, but to stake a claim as a cultural companion to an audience that prizes self-realization and meaningful experience. In a crowded food and drink category globally and particularly within Sweden, Living your taste stands as an exemplar for brands seeking to transcend transactional messaging and forge a deeper, values-driven connection with their consumers. Clapboard rates this 63/100. This campaign matters to the industry because it evidences the enduring power of user-aligned aspirational storytelling in building brand identity, even without explicit narratives or product-centric demonstrations.

You make it legendary - Beck's | Clapboard Ad Archive — archive collection thumbnail

You make it legendary - Beck's | Clapboard Ad Archive

Beck's 2017 campaign You make it legendary, developed by Serviceplan for the German market, repositions the classic beer brand within the Food & Drink category through a nuanced exploration of consumer experience, making the drinker—not the product—the true protagonist. In a film spot underpinned by the rousing track Legendary by Welshly Arms, Beck's eschews the tired tropes of celebrity endorsement or manufactured storytelling, instead favoring richly relatable snapshots of social connection and spontaneity that situate the audience directly within the action. Localized for German audiences and delivered entirely in German, the campaign’s central premise is articulated through the tagline Erst mit dir wird’s legendär, a statement that transforms the consumption of Beck’s from a habitual act into a catalyst for moments worth remembering. The brand pivots from touting product superiority to inviting individuals to elevate any gathering—from back gardens to city rooftops—into a legendary occasion, using the product as a social adhesive rather than a focal point. This approach is anchored squarely in what Clapboard's taxonomy would classify as FORMAT#10—Associated User Imagery, which leverages authentic user profiles and aspirational targeting to reflect and empower the viewer; ordinary people, friends, and companions, are celebrated as the engine behind legendary experiences, a move that speaks directly to the evolving priorities of millennial and Gen Z consumers who value experience over ownership. Serviceplan’s execution is grounded by confident direction and crisp production values, but it is the strategic emphasis on emotional resonance and social authenticity that sets this campaign apart in the increasingly crowded alcoholic drinks sector. Rather than positioning Beck's as the main attraction, the spot subtly implies it is the shared laughter, the mutual glances, and the lived-in details of communal gatherings that become legendary—with Beck’s merely on hand to mark the occasion. The campaign earns 60/100 in Clapboard’s global creative archive. For brands operating in the Alcoholic Drinks industry, Beck's demonstrates how the energetic elevation of everyday social realities, paired with culturally attuned music and visually driven narrative, can forge a more enduring bond between product and audience precisely because it understands consumers as the authors of their own legendary stories.

Naked Truth - Fischer | Clapboard Ad Archive — archive collection thumbnail

Naked Truth - Fischer | Clapboard Ad Archive

Fischer’s Naked Truth campaign, devised by Soho Square and launched in Greece in 2017, stands out in the food and drink sector for its unapologetic focus on transparency, authenticity, and self-awareness—a rare stance in the crowded alcoholic drinks market. The film deploys a stark, metaphor-driven approach that strips away artifice, drawing the viewer into an unfiltered conversation about choices, perceptions, and personal truth around alcohol consumption. Steering clear of familiar testimonial tropes, humor, or tired comparison, Soho Square instead constructs an evocative, symbol-heavy narrative that leverages what Clapboard's taxonomy defines as FORMAT#9—Symbolize the Benefit: a technique where the product’s positive attributes are communicated through heightened metaphorical or visual means rather than literal demonstration. The campaign’s title functions as a creative North Star, with the film’s visual language likely employing minimalism or disarmingly raw performance to mirror Fischer’s brand promise of purity and candor, positioning the beer as an emblem of sincerity at a time when consumer skepticism toward marketing narratives runs high. Crucially, by delivering the campaign in Greek and anchoring its tone in local sensibilities, Fischer both grounds the story in its cultural context and succeeds in building deeper emotional resonance with its audience. This strategic choice amplifies relevance and bypasses the risk of perceived genericism, demonstrating nuanced understanding of market dynamics. Within the Greek alcoholic drinks landscape—an arena where heritage and differentiation weigh heavily—Fischer’s deliberate move towards an unvarnished narrative not only disrupts category conventions but also aligns the brand with a lifestyle rooted in genuine self-expression and discernment. By eschewing overt product claims or any sense of forced revelation, the creative execution instead invites viewers to recognize themselves in the work, creating a space where honesty and product merge at the level of identity rather than transaction. The campaign earns 63/100 in Clapboard’s global creative archive. Naked Truth signals a renewed appetite for campaigns that stake their territory on metaphorical clarity and consumer trust, especially in markets where authenticity is not just messaged but performed.