Abel & Cole has today taken over a prime billboard site on London’s iconic Leicester Square for the launch of its new campaign, ‘Unprocess your food’. The audacious creative, produced by Hearts & Minds, sees the organic delivery pioneer going head-to-head with the UK’s fast food giants.

Popping up directly between Burger King and Pizza Hut, and facing off against the likes of McDonald’s and Slim Chickens, the campaign aims to serve Londoners a “fresh look at what food can be – grown and produced as nature intended, with no unnecessary, artificial processes added along the way”.

Abel & Cole head of marketing, Georgina Holland, says: “We’re proud to be taking over this iconic spot, taking our message right to the front door of the UK’s junk food giants and celebrating that there’s another way to eat. One that tastes incredible and is better for you and the planet too.”

The Leicester Square billboards will be live for one day only – Monday 1st September 2025 – timed to help the nation get back to routine with a new, healthy habit and to mark the start of the Soil Association‘s Organic September: a month-long celebration of organic food and farming.

The campaign will then run across the tube, national rail and on radio for the next eight weeks.

Images: Abel & Cole