7-Eleven are famous for selling coffee, hot dogs, and cigarettes. In the spring of 2022, they wanted to start the journey towards establishing themselves as a given food destination for those who want an easy, fresh, and affordable take-out lunch.

In the campaign" Lunch Weekly," we spread the news that 7-Elevens now serves" Today's Lunch" by talking about the new deal as a piece of actual news, not just an offer.

We built the campaign around small fictional stories with the food in focus and borrowed visual style and tonality from the tabloid press. Like in the gossip magazines, our copy consisted of nonsense and valuable information about 7-Eleven's new lunch offer.

The tabloid press usually writes about celebrities and royalties – to depict it as authentic as possible, we let the couple and micro-influencers Tina Misaghi and Alexander Urombi front the campaign. They look famous enough to play the part but are also unknown enough not to take the focus away from the most important thing: the lunch.