BERGHS SCHOOL OF COMMUNICATION — 2026
Urban Deli
Urban Deli wanted to introduce its new All Day Menu and strengthen its position as a place for more than lunch and dinner. The task was to shift familiar meal-time habits and give Stockholmers a reason to drop in throughout the day.
Brief
Create a campaign for Urban Deli’s new All Day Menu that builds awareness and preference, while positioning the brand as an obvious choice throughout the entire day.
Challenge
People were still largely guided by traditional meal times, while Urban Deli needed to drive more traffic outside the usual lunch and early-dinner peaks — in an increasingly competitive restaurant market.
Solution
We turned cravings into the campaign itself. Long, irresistible streams of menu items became the visual and verbal system, appearing across OOH, transit, activations and merch — always leading back to Urban Deli and the idea of eating whatever you want, whenever you want it.
