To launch the highly anticipated third series of The Guardian's popular podcast, Comfort Eating with Grace Dent, we developed the 'Help Yourself to Thirds' integrated advertising campaign. Packed with exclusive celebrity gossip and insightful glimpses into their lives beyond the spotlight, the campaign aimed to captivate both loyal listeners and attract a new, younger audience. To specifically engage younger demographics, we created The Guardian’s very first TikTok advertisement, making their presence felt on the platform. The campaign surpassed expectations, garnering exceptional results for the podcast and significantly boosting brand visibility among the 18-25 age group.

Tik Tok animation by A+C Studios