Our elevator pitch is that we are “a creative company for people on a mission”. This is a simple but very deliberate statement of intent, made up of three distinct elements:

WE ARE A CREATIVE COMPANY... While we excel at advertising, we have set this company up to deliver a broader definition of creativity. If you get closer to the problem, the solution will reveal itself.

FOR PEOPLE... This may sound obvious, but in our technology-driven world it is all too easy to forget that people are still people, with human needs and desires. Everything has changed, but nothing has changed. Insight is still key.

ON A MISSION... We are all about behavioural change. We want people to do things, not just feel things, as a result of our work. We get out of bed to make a difference.

Frankie & Benny’s launched a new vegan menu for Veganuary in 2020.
To celebrate we called on the man himself, Meatloaf, to change his name to ‘Vegloaf’. Sadly things didn’t go quite to plan…

Earlier this year, we started working with Little Moons - an FMCG brand with low awareness but huge ambitions to become Europe’s number one mochi brand.

We knew there was some educational work to do on the product, but we wanted our launch campaign to be true to Little Moons: full of optimism and positivity. And because eating a Little Moon is like nothing you’ve ever experienced before, we developed a brand platform and launch campaign that brought this joyfully uplifting and unusual sensation to life.

“Ice cream from another world” launched on TV, OOH, digital and experiential, across multiple European markets. Little Moons have had an amazing year: peak sales over the summer were up 2500% in Tesco and overall revenue has grown 150%.

When we first started working with Yorkshire Tea in 2016, they were third in the black tea market, lagging some way behind established market leaders, PG Tips and Tetley Tea. But they were on a mission to clinch the number one spot.

We found that what made the brand special was its philosophy of ‘Doing things proper’. Basically going the extra mile where other companies might cut corners to save money and time. But we knew our audience wouldn’t respond to a lecture about tea making so we decided to have some fun with the notion that at Yorkshire Tea, everything is done proper.

We brought this idea to life in TV by ‘recruiting’ some famous Yorkshire folk at the HQ into menial tasks; Parky did the interviews, the Kaiser Chiefs played the hold music, and Sean Bean gave rousing induction speeches. 

So, we had an idea that worked brilliantly in TV and focused on the core product, but what was almost more important is that we now had a single organising idea that every piece of activity could work to, no matter if NPD launches, sponsorship, sustainability comms, sub-brand promotions or reactive social activity. From biscuit domino rallies, social distancing teapots, AR games to celebrate tea planting and many more, it's been a proper good five years of activity. 

The results are proper good too: immediately after the 'Where Everything’s Done Proper’ went live, Yorkshire Tea sales began to rise, and they have continued to do so. This growth was in sharp contrast to overall category sales, which continued to decline. Yorkshire Tea became Britain’s favourite brew in 2019 and continues to hold the market leader position.

Taylors launched a range of Coffee Bags so that people don't have to compromise to enjoy a proper coffee. And we created a campaign to celebrate this genius invention.

When we thought about the fact that teabags have been around for over 100 years, and how blindingly obvious the idea of putting ground coffee in a bag too is, the real question that needed to be asked was, why didn't they think of them before?!

The campaign was a huge success. Initially, we actually had to pull the TV advert off the air after one month because Taylors couldn’t keep up with the demand for the product! Sales have increased almost 200% year on year and Taylors now have 68% share of the coffee bags market even though new competitors have made their own versions of the product since the launch.

When we first met with the Co-op in 2018, the business was in good shape and primed for further growth; it was expanding its presence in core markets, notably grocery, funerals and insurance, while also entering new sectors such as healthcare.
However, one key challenge remained: consumers did not understand how Co-op was different and emotional connection was low.

Over the last 4 years, we have successfully repositioned the brand by refocusing on its ethical business model. Our brand platform - “It’s what we do” - has enabled separate business units to unite in telling the story of Co-op’s difference, weaving together commercial and community messaging.

Since then, we’ve used this humble philosophy to create products (like the own label range Honest Value, which we named), services (like the Co-operate app, which allows people to help out in their neighbourhood) and partnerships (like our support of Marcus Rashford’s food poverty campaign). We do plenty of great advertising too – but it’s the clarity of our underlying mission which has galvanised the organisation internally and helped them achieve £10bn sales for the first time and the highest share for almost 20 years. 

Last Christmas, when the nation’s festive spirit was dampened by the pandemic, we reminded people of the power of little acts making a big difference in our local towns and villages.

Set up by Richard Curtis, Make My Money Matter is a campaign that demands the trillions of pounds that are invested in UK pensions goes towards building a better world, rather than being invested in unethical industries.

To challenge people to consider whose pockets they may be lining and what harm their pensions might be causing the world, we shared a special Christmas message from a particularly unpleasant CEO in an online and social film.

Big, media-neutral thinking underpinned with rigorous strategy is what we do for all of our brand partners. Creating entertaining content, that will challenge the status quo and genuinely impact on popular culture regardless of the medium, not only comes naturally to us, it’s why we set up.

It’s also why we have a Head of Special Ops - a new unit at Lucky Generals charged with activating non-traditional ideas that move brands forward. What makes it special is that it combines tactical ingenuity with strategic rigour: no random one-offs or pointless stunts.

We've included work in this area for two clients who share our love for unconventional campaigns: Paddy Power and Busch.

We believe that the days of global, or multi-market agencies and armies of people are behind us.
We have been delivering global campaigns for Amazon since we were a handful of people in a room!

We love to make use of our diverse team in our London office. But we are able to draw on the TBWA network, which we’ve been part of since 2017 and which gives us access to 270 offices around the world, in all the major markets.

The way in which we use the collective is really flexible and we have called upon their support in many different ways – ranging for particular market nuance - from strategic guidance and translations, to stimulus gathering and co-creation.

Our name comes from a Napoleon quote. When asked what he needed to win a war, the great commander famously said “Bring me your Lucky Generals”. In other words, he wanted people with a track record who would roll their sleeves up, go into battle and win.

We love that mentality but, like Napoleon, we know that in reality, there is no such thing as luck, and believe that the harder we work, the luckier we will all get.

So if we were fortunate enough to have the opportunity to work with the team at Impossible Foods,
we will do whatever it takes to get results for you.