PEACH. Censor their own ‘#foodporn’ as too delicious to be shared

PEACH. a new food concept in Bishops Stortford, Hertfordshire, has revealed its integrated campaign across the UK, to ramp up sales and growth in 2021 by censoring its own delicious food.

The suggestive 60 second spot created by 10 Days comes with a Sensitive Content warning – cheekily warning that some people may find the advert offensive or disturbing preparing them for a ‘food porn’ experience so delicious and seductive it has to be censored.

This high energy visual feast showcases PEACH.’s mouth-watering food being devoured with unrestrained pleasure, featuring a cameo from PEACH.’s famous poodle Wilf. Yet whilst the food has been pixelated, the censoring still manages to seduce the audience creating a desire and intrigue into the Peach brand.

The campaign was created from idea to fully produced film in 10 days. 10 Days’s three founders and brothers were fundamental to the work – Jolyon directed the spot, production led by George, with bespoke music written, performed & produced by Dominic. It will be launched across digital media across the UK from May 16th 2021, supported by OOH.

Leigh Keates, Co-Founder at PEACH. commented: “You cannot escape #foodporn on Instagram. But if it truly was food porn, it would be censored or banned. So that’s what we did. It’s suggestive, cheeky and entertaining – it is totally PEACH. We’re delighted with the response.” Jolyon White, Founder at 10 Days commented: “PEACH. is a provocative and mysterious brand. Like many food outlets, it does delicious looking food. But there’s ‘#foodporn’ around every corner on social media. To make Peach the place to go, we needed to do something different. How do you show off all this incredible looking food? You don’t. You censor it.”