LU wanted to relaunch in the UK as a confident brand that embodied ‘Frenchness’.  Born in 1850, LU biscuits are a French cultural icon. Even before we got the brief, I loved the boldness of the line ‘LU, Le Biscuit’ which then developed into ‘Le Biscuit Iconique’. Below is some of the spec work we developed for this campaign designed to showcase the craft and quality of the biscuits. 

As well as traditional OOH, we would commission artists to paint them onto walls (and film the making of for social) to showcase the craft that goes into LU.




6$ and animated social posts to showcase the complete range of LU biscuits.








As well as iconic posters, we wanted to treat the product as an icon (just as you would the Eiffel Tower) by creating highly crafted keyrings of the biscuits to be used for PR events.

These would be handed out to relevant influencers at tasting events run out of custom-built  ‘Le Petit Kiosks’. 




For social, we’d make playful mini French films showing each of the biscuits being eaten using stop frame until there were only crumbs left. 

As the biscuit are icons, the posters would be treated that way too (just like film/exhibition posters), so we’d try to get them into cafes, bars and sets.