Sir Kensington’s Brand Campaign

How can a small condiment company establish themselves in New York City?

Client: Sir Kensington’s
Studio: In House
Role: Lead Designer & Art Director
Photography: Ursula Prinz

Overview

When an opportunity presents itself, it’s foolish not to take it. At the end of the year, Sir Kensington’s had the opportunity to produce a campaign with outdoor media targeted to Whole Foods’ shoppers in New York City including a Union Square station takeover, Colossal mural in Gowanus on 3rd Street, a billboard on Bowery, and street furniture throughout Manhattan. With ten days to from concept to production, we set out to create a campaign that would grow our awareness in New York City.

Process

We knew from the start that we wanted to create bold, colorful artwork that would surprise and delight the people of New York City amidst their holiday shopping and winter woes. We leaned into what was working hardest for our brand: our charming one-liners and puns.

Working with Ursula Prinz, we created a series of images of people proudly holding up our condiments, set alongside cheeky lines like “Dollop Like It’s Hot” and “More Fun for Your Bun.”

The out of home media was also extended into a digital campaign, featuring stories, photos, and videos to further support the message.

Outcomes

Aided awareness of Sir Kensington’s increased from 12% to 40% in NYC and fans old and new shared their support on social media.