At Clarion, we know that marrying a punchy consumer insight with a hotly debated regional food topic cuts through the noise. For our latest campaign with Aldi, we did just that – using research to explore one of the nation’s most divisive culinary questions: how do you take your gravy?
We commissioned a poll of 2,000 UK adults to dig deep into Britain’s regional gravy habits. Our research uncovered golden nuggets of regionally divisive data and ‘gravy personalities’ that media absolutely love, including:
- 35% of Liverpudlians love gravy so much they claim they could drink a full mug of it straight
- Over a third of Welsh residents (34%) pack it in their holiday suitcases
- Nearly 1 in 5 Edinburgh residents (19%) would happily have a gravy fountain at their wedding
To bring these insights to life, we created the first-ever ‘Great British Gravy Map’, categorising the nation’s preferences into distinct regional shades and strengths; from London’s delicate Level 1 pale cream pour to the North’s Level 5 pitch-black, spoon-standing-up thickness.
By turning consumer research into a relatable, debate-sparking story, we generated widespread conversation while bringing Aldi’s everyday gravy range into the spotlight. To date, the campaign has secured more than 200 pieces of coverage, including in The Daily Mail (print and online), Daily Mirror, Metro and on Lorainne.
