Campaigns centre round a theme. Very often the same words or phrases are used to reinforce the message. It can be an advertising slogan or a visual reference or an idea that may be more conceptual to help embed the message in the mind of the audience.

naked as campaign theme

Campaign theme around the word Naked

The campaign theme of the word “Naked” is very obvious to see judging by my recent visit to Patisserie Valerie. It was lunch time and I was surprised to see a lot of people with those tiered cake stands with exciting layers from scones, to sandwiches to cake. I hadn’t realised people ate cake for lunch.

Reading the menu was a bit of a surprise. There were so many references to the word “Naked”. Presumably their audience would be excited by all the references to cake as a “naked” experience?

Naked was most noticeably connected with Jamie Oliver The Naked Chef and had nothing to do with wearing no clothes but about food being straightforward and honest.

Does the menu speak to you or do you think Patisserie Valerie have overdone the Naked theme for their marketing campaign?