| Title | Listen to the Government |
| Agency | Publicis Poke |
| Campaign | Listen to the Government |
| Advertiser | Barcel S.A. de C.V |
| Brand | Takis |
| Posted | September 2022 |
| Business Sector | Potato Chips, Crisps & Crackers |
| Tagline | Don't Eat Takis |
| Philosophy | We were asked to launch Takis - an incredibly spicy Mexican crisp - at the very same time the Government passed the new HFSS (High in fat salt or sugar) policy which banned us from advertising. Sounds bad right? Not so! The British Government’s new HFSS ban presented an opportunity. Takis end line is ‘Don’t Eat Takis’, a reverse psychology warning about how spicy they are. As it turned out, Takis and the Government were on the same side, against Takis. Unlike the other snack brands railing against the new anti-advertising policy, Takis embraced it and in doing so hijacked the debate around the HFSS ban by being the only brand to support it. On the day of launch we ran a guerrilla marketing campaign in support of the Government’s advertising ban. We projected warnings across London, including anti-Takis messages like: NONE OF YOUR FIVE A DAY and pro-Government policy messages like NO ADS BEFORE NINE which had a digital countdown, only revealing the product after 9pm. We even projected the first ever pro-Government message onto the Houses of Parliament, the very place the policy was passed. And because the executions appeared at night after the watershed, they all neatly complied with the ban. |
| Media Type | Outdoor/Out of Home |
| Executive Creative Director | Dave Monk |
| Senior Creative | Matthew Comras |
| Senior Creative | Andy Thirsk |
| Agency Producer | Kirk Mechen |
| Head of Brand Design | Ryan Connolly |
| Planner | Cordelia Diamond |
| Account Director | Tim Fletcher |
| Account Director | Grace Sheridan |
| Account Manager | Kenza Chakib |
| Media Buying Agency/Media Planner | Sparks Foundry |
| Media Panner | Pippa Sparks |
| Editor | Nick Demeza |
| Production Company | Kirk Mechen |
| Post Production | Prodigious UK |
| Photographer | Pedro Ramos |
| Videographer | Jack Mead |
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