Merchant Gourmet Jumps on Handbag Collab Trend to Launch Its New Bean Pouches

Merchant Gourmet has launched a campaign to celebrate the arrival of its new bean pouches - with a cheeky riff on the idea of gourmet beans in a bag. 

The ad jumps on the branded handbag collab trend with a custom OOH build - showing a pack of Merchant Gourmet beans spilling out, and hijacking an advert for a designer ‘Haricot’ handbag underneath. (No handbags were harmed in the making of this ad.)

The work, created by agency Insiders, will be supported by sampling, social media and influencer activity, all run in house by Merchant Gourmet.

Esther Sforza, head of brand, at Merchant Gourmet, said, “Beans in a tin are so last decade. If you want something really great - beans in a bag are where it’s at. However, we recommend that you grab our easy Merchant Gourmet bean pouches, rather than try this at home. You can find them in Sainsburys, Ocado and Waitrose. And they won’t ruin your handbag.”