Jasons Sourdough

Jason Sourdough's campaign for launching Jason's Toasties targets commuting food enthusiasts through an innovative advertising strategy in commuter spaces. With the tagline "Knead A Reason?" the campaign capitalises on the high traffic of the London Underground, used by 1.1 million people daily. The idea involves a cosmetic makeover of the tube system to gain publicity, wrapping trains to resemble Jason's Sourdough Toasties making it look like Jason himself is eating them and renaming stations with food-themed alternatives like “Toastie Hill” and “Brie-xton.” Additionally, stalls at tube stations will offer samples of the toasties, encouraging commuters to try and buy the product.