A Campaign Designed to Stand Out on the Streets
The BIG Stick launch arrived with the type of energy that immediately felt built for the streets of a busy city. The team behind the product wanted to introduce a new kind of sustainable seafood snack in a way that captured attention instantly, and they chose the most visible and high frequency format available to them. When the campaign went live on double decker buses in London, Birmingham and Manchester, it created the exact presence they had imagined for a product centred around convenience and modern snacking.
BIG Stick forms part of the Viciunai Group’s portfolio and the creative proudly carried the support of the Alaska Seafood Marketing Institute and the Marine Stewardship Council. These organisations gave the launch reassuring authority, yet the tone of the campaign remained refreshingly bold. The GO BIG OR GO HOME line felt confident and playful, and its simplicity made it ideal for large format bus advertising. Once the artwork landed with our team at London Bus Advertising, we could instantly see how well the message would translate to full length double decker panels weaving through dense city traffic.
The creative made sustainable seafood snacking feel modern and accessible, and the blue MSC and ASMI cues sat cleanly across the design. Everything about the artwork felt built for movement. It matched the way people discover new snacks during their daily journeys, and transport advertising gave the team a platform that mirrored that everyday rhythm.
How the Campaign Reached City Audiences
The strategy focused entirely on achieving strong, repeated visibility. Double decker buses remain one of the most effective ways to create mass awareness within a short timeframe. In London, the creative appeared on high dwell central routes and busy commuter arteries where buses move slowly enough for the audience to take in every detail. Birmingham’s city centre corridors then added another layer of frequency, catching shoppers, workers and students in the middle of their daily routines. Manchester completed the picture with major routes that consistently generate some of the highest weekly impressions of any UK city.
Each city delivered a different type of visibility, yet they all shared one consistent advantage. People see buses repeatedly as they move through the day. It builds recognition even before they consciously realise it. For a new snack brand, that repetition is exactly what helps a product make an immediate impact in the market.
The presence of the Alaska Seafood Marketing Institute and the Marine Stewardship Council added credibility at every stage, grounding the creative in responsible sourcing and sustainability. The Viciunai Group identity tied the message back to the product’s development and long-term vision. It created a story that worked at a quick glance, yet carried enough depth for the audience to understand the values behind the snack when they looked more closely.
The Results on the Streets
From the moment the first buses rolled out, BIG Stick began generating attention. The bold creative and clear product photography made the artwork easy to recognise at distance, and the playful GO BIG OR GO HOME line encouraged immediate curiosity. People began noticing the ads across multiple routes, and the consistency helped shape a sense of familiarity for a product still new to UK consumers.
For London Bus Advertising, the campaign became a standout moment because of how quickly it created buzz at street level. It showed how a modern FMCG brand with a strong sustainability message can deliver serious impact when paired with formats that move directly through the busiest parts of a city. The BIG Stick team approached the project with ambition, and the final execution across the three cities reflected that confidence perfectly.