Gaviscon is embarking on a UK food tour offering young millennials a late-night menu less likely to give them heartburn and indigestion than their usual fried fare.
The brand, which sells relief for such symptoms, says it is launching the campaign because despite heartburn being first felt on average at 23, 20-25-year-olds rarely acknowledge the problem, let alone seek out a solution.
Knowing that young revellers are most likely to suffer heartburn in the evenings, Gaviscon’s luminously branded food truck will take in popular late-night locations and food and music festivals across the UK over the next six weeks, serving up a ‘Ph neutral’ menu free of charge.
Chefs Ben Benton and Max Halley, author of the Sunday Times bestseller Max’s Sandwich Book, have created the specially-designed menu which includes a buttermilk fried chicken and watermelon burger, burnt chipotle broccoli tacos and a hazelnut fried fish sandwich.
Dubbed ‘Go On’, the campaign has been created by Havas London whose strategy director Tilly Swan said: “This audience sees heartburn and indigestion as a frustrating reality they’d rather not acknowledge, especially as it affects them most when they are trying to enjoy the experiences they love.
“So rather than talking ‘at them’, Gaviscon is showing solidarity ‘with them’, meeting them in the moments where fun and heartburn intersect – providing a relevant, interesting (and delicious!) solution so they can ‘go on’.”
Gaviscon’s truck made its debut in Leeds this month and will take in London, Newcastle and Liverpool before finishing at the Sundown Festival in Norwich.