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250 digital screens across the UK have been donated by Clear Channel to provide free Out of home advertising to small businesses and start-ups.
The initiative – #BusinessAsUnusual – has been set up to support small businesses who have continued trading during the pandemic, working hard to adapt and support their local communities.
Better Nature, an innovative, London-based tempeh brand that launched in January this year, is one of the businesses partnering with Clear Channel. The campaign will see them take over three digital Out of Home screens around Clapham Junction, promoting their new, pre-marinated Better Bites. The ad features their Superbean brand characters enjoying a socially-distanced picnic on Clapham Common, with a QR and promotional code “CLAPHAMCOMMON” for 10% off their online shop.

The ad will go live from Monday 6th July for two weeks, and will appear 50,000 times.
Elin Roberts, co-founder and Head of Marketing at Better Nature comments, “For an early stage startup like Better Nature, Out of Home advertising is a channel we think about ‘someday’. You often need to invest across multiple locations and formats to make a real impact and even then, it can be difficult to measure direct return on investment, which for a startup is fundamental. Having said that, for us, three screens in Battersea at a time when Londoners are beginning to take to the streets again, will have a mega impact on our small business.
While it can be difficult to measure its impact, there is something so glamorous and exciting about Out of Home advertising and seeing your brand “up in lights” so to speak. It’s a channel every generation has grown up with. It’s something you could show to your grandparents and say, “Look! That’s my business.” and they’d get it. You can’t do that with a sponsored Instagram post.
While tempeh is still a relatively unknown food in the UK, our strapline “Protein the better way”, combined with the play on words “Tempeh-ted?” and bright graphic design, should draw in those consumers looking for nutritious, plant-based meat alternatives while doing a job of raising greater awareness about tempeh generally.”
During lockdown, Better Nature supported their community with free virtual wellbeing retreats and supplied free tempeh care packs to those in need who had been nominated by loved ones. Despite the pandemic, the company also maintained their ability to fulfil orders on their website, with next day delivery available if ordered before 12pm Monday to Thursday.
Clear Channel’s Chief Marketing Officer Martin Corke says, “The efforts that local business owners have gone to keep their communities watered, fed, healthy, happy and safe are astounding and they deserve celebrating. I’m immensely proud that we can offer 250 free-of-charge campaigns to local businesses, especially at a time when they all need our custom more than ever.”
Better Nature will be taking over digital screens outside 1a St Johns Hill, 25 Lavender Hill and 63 Northcote Road. For more information visit www.betternaturetempeh.co.

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