Need to Know

UK – Pickle and chutney brand Geeta’s has unveiled its boldest marketing campaign to date, Geeta Bit Naughty. The playful campaign highlights creative and unexpected ways to enjoy Geeta’s products, with three tongue-in-cheek adverts featuring pixelated food to preserve the fun and avoid offending traditionalists.

The ads, developed by the agency Insiders, showcase unique flavour pairings, such as mango and chilli chutney in spaghetti bolognese, mango chutney in a chicken burger and fajitas made with roti flatbreads. By pixelating the dishes, the campaign hints at a bit of culinary rebellion, teasing the audience and challenging conventional food norms.

‘Despite making the most delicious chutneys (superfan of the lime and chilli chutney here), Geeta’s faced a problem,’ Insiders’ co-founder Rory Gilbride wrote on Linkedin. ‘While us brits love Indian food, we struggle to see beyond delicious curries, meaning that the way we apply Indian flavour is limited.’ 

The campaign encourages people to explore creative applications of these flavours in unexpected dishes, opening up new possibilities for experimentation in the kitchen.

Geeta Bit Naughty taps into the broader trend of fetish food. As outlined in our Functional Feasting macrotrend report, this rise of unapologetically sensual and raw branding invites people to embrace indulgence and break traditional food boundaries.

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, deputy foresight editor Dan Hastings dives into the next Met Gala, streaming chaos and Kamala Harris's interview on Call Her Daddy. 

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