Tapping into the appetite for retro cuisine to serve up a brand evolution for Back Market.

Back Market is famous for selling refurbished phones and laptops. But for its 2024 campaign, it wanted to introduce UK tech users to the complete portfolio of consumer electronics it now offers.

Working alongside one of London’s most celebrated and sustainable chefs, Kirk Haworth, Words + Pixels created an agenda-setting, two-nights-only “noshtalgic” restaurant experience based on the meals the nation most wanted to see 'refurbished' for modern pallettes, that allowed the brand to showcase its full range of kitchen appliances, while dovetailing seamlessly with its over-arching narratives on sustainability and circularity.

The resulting campaign set the template for brand activity across 17 global markets – driving a slew of national news and consumer content that exceeded media KPIs by a massive 500%, and connecting with the UK’s most important restaurant and food industry influencers.