Cada cooks up marketing flavour of Roast

Cada has created a retail marketing campaign for Roast, the British food specialist outlet, which will pilot at the Westfield London site.

Cada has worked with Roast for more than a year, having created the entire concept for the Westfield outlet, including interior design, retail graphics and packaging.

It has also designed a kiosk for Roast’s Borough Market site in London, due to open this summer to accompany the flagship restaurant in the market.

Cada began work on the retail marketing campaign in mid-February. It will be used across touchpoints including the store’s glass facia, postcards and the window display.

A Cada spokesman says, ’It’s the first retail marketing campaign [Roast] has done. It’s got to promote the offer, but also have a fun personality and be very eye-catching.’

The poster-based campaign uses bespoke photography, incorporating Roast’s branding and ochre and purple colour palette, and ’witty and colloquial copywriting that doesn’t take itself too seriously’, says Cada. The campaign features three designs centred on Roast’s core To Go offers – breakfast, ’wholesome and gutsy foods’ and coffee.

The spokesman adds, ’We had quite a free reign. All the art direction and tone of voice was developed ourselves – Roast already had a personality, so we just had to bring that through. It’s an everyday place – it’s very friendly and easy-going.’

David Callcott, Cada co-founder, says, ’We needed to get the Roast personality from Borough Market to come through the marketing materials and make sure that stood out. ’

The campaign launches on Friday.

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