Therefore, the mission of this campaign was to help C2DE families make the most of their time with their nearest and dearest by making local produce more accessible to local communities. In Easter 2021, 150 small businesses around the UK were recruited and their stores promoted across over 600 local digital OOH screens. This campaign was all about putting purpose on the map by supporting the producers that deliver full-on-flavour. The campaign was: WRITTEN BOLDLY, CREATED DYNAMICALLY, SERVED LOCALLY. 150 individual copy lines were created as part of #LoveLocal - each was specifically written with a touch of humour to define place, product and quality, bringing the best of British produce to the forefront of the public’s psyche at a time local businesses needed all the help they could get. The campaign activated at a community level to engage people, yet the balanced a national approach that lends a sense of scale and stature to reinforce Colman’s brand purpose.