How do you get non-cyclists to ride in their Sunday best?

Fat Lad At The Back

Insight

It’s not the cyclist who’s letting the side down, it’s often their bike gear. And that’s a problem.

Our idea

Constantly pulling down a jersey to cover their arse, chaffing nipples and sore wotsits… these aren’t the things encouraging someone to jump on their bike. It’s time to change gear.

Fame

The campaign created a 135% increase in web traffic to the Fat Lad website (compared to YoY). So not only did all the sales numbers go up, so did social engagement and their newsletter sign ups. Lovely jubbly.

Read the full case study

Fat Lad At The Back - Time to change gear - Mellor&Smith - Ad campaign - bikes and cyclists - Outdoor OOH

Why Underdogs?

They revel in unsettling the top dogs. But they’re not the target; the top dog’s customers are. Underdogs grow by getting noticed week in, week out. So you can either outspend or out-think the competition. And the common trait across all our Underdogs clients? The appetite to commit and do more with less.

Underdog brands, need Underdog thinking.

Related work

MANGO BIKES

RIDE

GOCARDLESS

Growing sooo fast

PROCEIVE

Cravings

Want your brand on the lips of more punters?

Maybe you’ve got a similar challenge to what Fat Lad had? We’ve transformed businesses before, making them famous, driving thousands of people to buy a product.

We did it with Fat Lad. Let’s do it with you. Be the catalyst and burn brighter than ever. Email Paul directly.

Email some fighting talk.