so you're Harvey Nichols and you want to communicate your food hall credentials. tough one; you're known for fashionable garms, so just putting the HN badge on some nice food may just look bland - or worse, a flagrant imitation of the M&S food campaign. what to do?
remember who you are is what!
apply the Harvey Nichols brand engram to food... fabulous, fashionable, glamourous, elaborate, indulgent, self-aware... and get a solution thats obvious once you've seen the punchline but surely required the neatest of thinking to get there as part of the planning process.
a nod too to the production values. this is a concept that could have failed in execution. it doesn't. it's a knowing, elegant, high-value piece (implicitly - of course - affirming the existing HN brand engram). this ad is everything good brand communications should be. lovely.