Flatbread brand Deli Kitchen has unveiled a major integrated marketing campaign for the summer which features a new creative platform, “Where flavour plays”.

Deli Kitchen’s multimedia campaign is set to run across video on demand, radio, OOH, retail marketing and social media platforms during the summer.

The campaign aims to encourage Brits to “Search for their mealtime hero” in an advertisement inspired by the song “Search for the Hero” by M People.

Additionally, the brand plans to place influencer content in retail media across the country with a partnership with Sway Me Good to increase visibility for the campaign.

James Eid, CMO of Deli Kitchen said: “Product marketing has been the key driver for growth since Deli Kitchen launched.

“Deli Kitchen has built significant awareness through a highly effective creator community. Taking this into stores, where the majority of purchase decisions are made, means we can authentically inspire consumers beyond the usual point of sale play.”

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The advertisement aims to spotlight the brand’s Greek-stye flatbread as the consumer demand for sliced bread alternatives continues to increase.

This move follows a major rebrand for the business which included a packaging refresh and a redesigned brand mark.

Eid added: “This campaign is a milestone. After a decade of finessing our product range and the recent identity refresh, we are now in a strong position to invest more in communication.

“Our challenge is to drive awareness and understanding of Deli Kitchen at a time when consumers light their barbecues and pack up their picnics. Using an iconic and positive 90s anthem taps into intergenerational nostalgia, whilst also communicating that our brand makes any meal sing.”