Turkish Delight

Fry’s Turkish Delight·FMCG

Delightfully Hated.

Problem

Fry’s Turkish Delight has officially beennamed Britain’s worst chocolate bar,with 47% of the vote.

Insight

Being hated has its perks.

Idea

Make the hate the selling point.Turkish Delight: Delightfully hated.

Turkish Delight Instagram profile: Proudly Britain’s worst chocolate. Delightfully hated since 1914.
Turkish Delight poster
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Reddit Activity
Reddit reply from Fry's Turkish Delight Official: Good news: nobody steals toilet blocks.Reddit reply from Fry's Turkish Delight Official: More for us.
Corner Shop Signs
Corner shop sign: Turkish Delight available here. Yes, still.
Britain’s Best Worst Gift
Fry's Turkish Delight Gift Edition box: Thank you for having me. And for not eating these.
Fry's Turkish Delight billboard on a rainy high street: More for us.