.7UP. - ‘Eatyard’

THE CHALLENGE

With summer approaching, 7UP wanted to create excitement and buzz around the rebranding of its logo and cans and to continue the association of 7UP pairing with great food, following the success of their ‘Battle of the Food Trucks’ sponsorship.

OMD enlisted the help of Headcase to develop a captivating campaign that linked the refreshing taste of 7UP with delicious food and uplifting summer vibes, resonating with the urban youth demographic. 

THE RESPONSE

Headcase orchestrated a series of 7UP ‘Sunday Sessions’ in collaboration with Bernard Shaw and Eatyard Food Market. Over the course of 8 weeks, the campaign revolved around the establishment and promotion of a distinctive branded space. 

Headcase brought the partnership to life with the 7UP x Eatyard takeover, creating  an immersive experience through the design of branded elements like a dedicated 7UP bar, interactive games, signage, seating and branded merch giveaways.

Every Sunday, a different host and DJ entertained and engaged attendees with uplifting music, comedy, interactive games, food & 7UP cocktail specials, while social media posts from influencers spread excitement about the Sunday Sessions.

THE RESULTS

The campaign seamlessly integrated online, offline, social, and content strategies to amplify 7UP's mission. The results were impressive, with over 57,000 instagram accounts reached and 8,000 cans of chilled 7UP distributed, ensuring a memorable experience for all guests.