Wimpy was a heritage brand with great nostalgic appeal that lost its place at the top table due to bad franchising and resulting low quality food. A new owner with a big plan approached us looking to reignite the latent fondness people have for their brand. People like fast food as a treat but still value the simple pleasures of good food served on plates with knives and forks, and people like fast food as a treat but it doesn’t have to mean bad food eaten off a wrapper with your fingers. Our creative idea was based around their all day menu. TV, press and radio executions featured finished meals communicating the enjoyment whilst surprisingly avoiding showing the product.