Chilled Meals Campaign

Annabel Karmel is the UK's No. 1 children's cookery author, producing recipes and quick-cook meal ranges for toddlers and children. They were looking to produce a bold and engaging set of visual assets to support the relaunch of their ready meal range. The project comprised the design of the campaign's visual style and delivery of subsequent advertising collateral.

Year

2025

Client

Annabel Karmel

Discipline

Advertising, Animation

Blurred person walking past four framed advertisements in a tiled subway corridor, promoting Annabel Karmel kids' meals with phrases like 'Delayed? Dinnertime needn’t be' and 'Kids’ tikka. Quikka.'

Project Overview

Put dinner to bed early.

Contributed to the design and delivery of Annabel Karmel's latest advertising campaign - promoting their new line of chilled meals for toddlers. Along with the Creative Director and Senior Art Director, I was responsible for conceptualising and executing the complete campaign, from early-stage mockups to final assets realised across web, social media, and a London Underground campaign in collaboration with Tesco.

Design

Concepts developed to resonate with parents through the use of paper engineering (instantly signals kids’ meals, is used as an opportunity to create a USP for the range, and communicates ‘goodness’ at a glance).

Delivery

The campaign has been used across Annabel Karmel's social channels, featured in Tesco's online grocery store, and on OOH transit posters. Final assets produced with Matt Cotterill and Tan Telukunta.

Escalator wall lined with framed advertisement posters for food, credit score, and jewelry brands.
Blurred person walking up stairs with blue railings next to three framed posters on a tiled wall.
Subway tunnel advertisement for Annabel Karmel kids' meals featuring chicken pasta, chicken tikka, little lasagne, and cottage pie with the text 'Another nose-to-tail day? Delicious dinners at the speed of life.'