Borough Broth Takes Its Time

British broth brand, Borough Broth, has launched its first ever OOH campaign, calling out just how long it takes to actually make the product! With a number of different iterations, seen across key London advertising spaces, the tongue-in-cheek campaign is hoping to raise awareness of Borough Broth and the benefits of its slow-cooked broth.

The bone broth category is growing quickly in the UK - and has been championed by many celebrities for its anti-inflammatory properties and collagen content. Borough Broth has been on the market since 2015 and was started by Ros Heathcote.

“Bone broth is a great source of protein and natural collagen and, as our studies show, the longer you cook the bones for, the more nutrition and collagen you extract. Our broths are organic and they are slow-cooked in small batches for 24 hours or more to bring you a nutritious and delicious broth that tastes homemade” Ros said.

The campaign, designed by the team at Orange Panther Collective (OPC) features the Lamb, Beef and Chicken broths. The product-focussed posters are described by OPC as loud and proud with a smile in the headlines.

Nigel Roberts, creative partner at OPC said of the campaign, “Even though bone broths have been around forever, they’re becoming more and more popular right now given the added exploration into their nutrient values. And with new brands popping up, it’s a good time to affirm the quality of Borough Broth. So this new campaign is a bold celebration of the fact that our broths are cooked longer, to give them more flavour. A simple but confident message.”

Running for two weeks you can see the campaign across London, including the iconic Old Street Roundabout. Borough Broth is available in Ocado and Waitrose and is on promotion in both until the end of the campaign.