The brief was to create a platform in which TLC Marketing could challenge brands to stop heavily discounting their products and seek out a healthier, more sustainable way to get into consumer shopping trolleys.
Introducing: BRAND CRUELTY and the campaign for Added Value Everywhere.
TLC took the guise of a charity called A.V.E (Add Value Everywhere) and began a tongue in cheek campaign to highlight the dangers of continued discounting and price-cutting your brand.
The campaign included DM, EDM, targeted digital, social and print advertising, website, guerrilla marketing, stickers, flyers, press packs and live events.
Ultimately TLC was shown as a viable alternative to discounting in a fresh, humorous and memorable way.