How do you make butter more than just the stuff you spread on your toast or add to mash? You create a special weekly routine based around it. Simple but effective, ‘Make Saturday breakfast day’, brought the ATL proposition TTL by encouraging the time poor, quality savvy, to make a real meal of Saturday mornings with a leisurely breakfast, guaranteed to get the weekend off to a great start.

Eggs are the core ingredient, so quality counts. And that’s what got us thinking… what if you could get fresh eggs from your own hen every week – without the mess or hassle? With Rent-a-Hen you can. Simply choose your hen online, name her and watch her waddle, peck and lay, before the eggs are delivered to your door, in time for Saturday’s breakfast.

To build up an appetite for breakfast day, we created the Pine Line, a hotline that played breakfast noises, like sizzling bacon, toast popping out of a toaster and the glugging of a coffee machine. This was followed by a voice message:

“Already pining for your Saturday breakfast? You’re not alone. I mean, who wouldn’t be, when it sounds this good? Make Saturday your breakfast day; enjoy the simple pleasures of simple ingredients, starting with Lurpak, free, when you visit insearchofgoodfood.co.uk”