--- title: How to increase brand awareness by thinking outside the box description: Discover more about how to increase brand awareness through these successful campaigns that think outside the box image: https://www.drpgroup.com/hubfs/Blog%20Header/outside_the_box.jpg --- [![DRPG logo](https://www.drpgroup.com/hubfs/Marketing%20(2025)/DRPG%2045th%20Anniversary/DRPG%2045th%20White%20-%20No%20Text.png) ](https://www.drpgroup.com/?hsLang=en) Press Enter or Space to expand, Escape to close - Our Brands - [DRPG Design](https://www.drpgroup.com/drpgdesign) - [DRPG Film](https://www.drpgroup.com/drpgfilm) - [DRPG Experience](https://www.drpgroup.com/drpgexperiential) - [DRPG Digital](https://www.drpgroup.com/drpgdigital) - [TSEC](https://wearetsec.com/) - [OWB](https://www.owb.uk.com/) - [Penguins](https://www.penguins.co.uk/) - [A-Vision](https://www.a-visionuk.com/) - [Firehouse](https://www.firehouse.co.uk/) - [Liquona](https://liquona.com/) - [RP Next](https://www.rpnext.de/) - [Our Work](https://www.drpgroup.com/en/our-work) - About Us - [About Us](https://www.drpgroup.com/en/about-us) - [Community and Sustainability](https://www.drpgroup.com/en/about-us/community-sustainability-b-corp) - [Meet the Leadership Team](https://www.drpgroup.com/en/about-us/meet-the-leadership-team) - [Innovation](https://www.drpgroup.com/en/innovation) - [News/Blogs](https://www.drpgroup.com/en/news-blog) - [Contact](https://www.drpgroup.com/en/contact) ### EN - Our Brands - [DRPG Design](https://www.drpgroup.com/drpgdesign) - [DRPG Film](https://www.drpgroup.com/drpgfilm) - [DRPG Experience](https://www.drpgroup.com/drpgexperiential) - [DRPG Digital](https://www.drpgroup.com/drpgdigital) - [TSEC](https://wearetsec.com/) - [OWB](https://www.owb.uk.com/) - [Penguins](https://www.penguins.co.uk/) - [A-Vision](https://www.a-visionuk.com/) - [Firehouse](https://www.firehouse.co.uk/) - [Liquona](https://liquona.com/) - [RP Next](https://www.rpnext.de/) - [Our Work](https://www.drpgroup.com/en/our-work) - About Us - [About Us](https://www.drpgroup.com/en/about-us) - [Community and Sustainability](https://www.drpgroup.com/en/about-us/community-sustainability-b-corp) - [Meet the Leadership Team](https://www.drpgroup.com/en/about-us/meet-the-leadership-team) - [Innovation](https://www.drpgroup.com/en/innovation) - [News/Blogs](https://www.drpgroup.com/en/news-blog) - [Contact](https://www.drpgroup.com/en/contact) Let's talk [![DRPG LinkedIn icon](https://www.drpgroup.com/hubfs/Icons/LinkedIn-circle.png) ](https://www.linkedin.com/company/drpgroup) [![DRPG Instagram icon](https://www.drpgroup.com/hubfs/Icons/Instagram-circle.png) ](https://www.instagram.com/drpgteam) [![DRPG email icon](https://www.drpgroup.com/hubfs/Icons/Contact-circle.png) ](https://www.drpgroup.com/en/contact?hsLang=en) Let's talk [![DRPG LinkedIn icon](https://www.drpgroup.com/hubfs/Icons/LinkedIn-circle.png) ](https://www.linkedin.com/company/drpgroup) [![DRPG Instagram icon](https://www.drpgroup.com/hubfs/Icons/Instagram-circle.png) ](https://www.instagram.com/drpgteam) [![DRPG email icon](https://www.drpgroup.com/hubfs/Icons/Contact-circle.png) ](https://www.drpgroup.com/en/contact?hsLang=en) ![Back to top arrow icon](https://www.drpgroup.com/hubfs/dark-arrow.png) ![](https://www.drpgroup.com/hubfs/Blog%20Header/outside_the_box.jpg) [![](https://23264179.fs1.hubspotusercontent-na1.net/hubfs/23264179/link_arrow.png) Back ](https://www.drpgroup.com/en/news-blog?hsLang=en) # How to increase brand awareness by thinking outside the box ![](https://www.drpgroup.com/hubfs/Team%20images/Colleague%20Headshots/Lydia_Chenhall.jpg) Written by Lydia Chenhall 28 May 2021 Brand Awareness Scanning the news headlines each morning can make for some grim reading, so imagine my surprise when I stumbled across an article that brought a smile to my face and if i'm honest made me chuckle. In the unassuming village of West Allotment in North Tyneside, a local convenience store has made quite a stir and certainly [developed brand awareness](https://www.drpgroup.com/solutions/brand-awareness?hsLang=en) for his business. Jel Singh Nagra the owner of said convenience store has gathered a lot of media attention. Having previously named his shop Singhsbury's, before supermarket giant Sainsbury's contacted him to threaten legal action if he did not change his name. It is this recent name change that has caught the eye of the media. After sometime without a name and some encouragement from his customers Mr Nagra has rebranded his store "Morrisinghs". ![Morrisinghs.jpg](https://www.drpgroup.com/hs-fs/hubfs/Design_By_Blend/Blog/Brand%20awareness%20outside%20the%20box/Morrisinghs.jpg?width=620&height=210&name=Morrisinghs.jpg) Where Sainsbury's had sought to protect their brand image, it appears their supermarket counterpart, Morrisons view imitation as a form of flattery. With a spokesperson from Morrisons claiming they "did not mind ... Mr Nagra and his customers obviously have good taste so we wish him well". I see this as a marketing win on two fronts. Mr Nagra garnered nationwide publicity for his local convenience store, ironically highlighting the plight independant stores face against national chains. Whilst Morrisons have not only achieved national press, they may also have won favour with joe public for their down to earth response. Here are 3 of the best outside of the box [brand awareness](https://www.drpgroup.com/en/blog/what-is-brand-awareness-and-why-is-it-so-important?hsLang=en) campaigns I have seen in the last couple of years: ### Domino's - Wedding list: ![Dominos wedding registry.jpg](https://www.drpgroup.com/hs-fs/hubfs/Design_By_Blend/Blog/Brand%20awareness%20outside%20the%20box/Dominos%20wedding%20registry.jpg?width=620&height=210&name=Dominos%20wedding%20registry.jpg) Domino's have created the [perfect wedding gift](https://www.dominosweddingregistry.com/) list for couples about to tie the knot that just don't like cooking. Create a wedding list filled with your favourite pizzas, to ensure you can eat Domino's and think of your special day long after the [event](https://www.drpgroup.com/services/event-management-agency?hsLang=en) has taken place. ### David Lloyd & Dreams - Napercise: ![David Lloyd Napercise.jpg](https://www.drpgroup.com/hs-fs/hubfs/Design_By_Blend/Blog/Brand%20awareness%20outside%20the%20box/David%20Lloyd%20Napercise.jpg?width=620&height=210&name=David%20Lloyd%20Napercise.jpg) David Lloyd have teamed up with Dreams to create a fitness class that I for one will definitely be signing up for. Their [Napercise classes](https://blog.davidlloyd.co.uk/napercise-the-workout-dreams-are-made-of/) are targeted towards busy parents who may be missing out on some much needed shut eye. And it has certainly raised a few eyebrows ### Nescafe - The Hello Bench ![Nescafe Hello bench.jpg](https://www.drpgroup.com/hs-fs/hubfs/Design_By_Blend/Blog/Brand%20awareness%20outside%20the%20box/Nescafe%20Hello%20bench.jpg?width=620&height=210&name=Nescafe%20Hello%20bench.jpg) Nescafe have combined the power of [experience](https://www.drpgroup.com/experiential?hsLang=en) with the virality and reach of social media in a bid to [bring people together](https://www.youtube.com/watch?v=Wf09HIBX8XU) through their coffee.   ***If you’re looking to launch a brand awareness campaign like this, why not reach out to our [Campaign division ](https://www.drpgroup.com/services/creative-communications?hsLang=en)today? The team provides all the services you might need, including marketing expertise, social media, design, editorial and more under one roof. Get in touch with us at **[**anythingspossible@drpgroup.com**](mailto:anythingspossible@drpgroup.com)*   ### Your next read [ View all ![](https://23264179.fs1.hubspotusercontent-na1.net/hubfs/23264179/link_arrow.png) ](https://www.drpgroup.com/en/news-blog?hsLang=en) [![](https://www.drpgroup.com/hubfs/pexels-bhabin-tamang-169332034-14676984.jpg) ### Seven ways to make your event work for an international audience ](https://www.drpgroup.com/en/news-blog/seven-ways-to-make-your-event-work-for-an-international-audience?hsLang=en) [![](https://www.drpgroup.com/hubfs/Blogs%20and%20News%20(2025)/Blog%20Images/Virtual%20Events%20%26%20Broadcasts%20-%20DRPG%20May%202026.jpg) ### Why broadcasting is back on the agenda for events in 2026 ](https://www.drpgroup.com/en/news-blog/why-broadcasting-is-back-on-the-agenda-for-events-in-2026?hsLang=en) [![](https://www.drpgroup.com/hubfs/High%20Res%20-%20shutterstock_2691825805.jpg) ### Video Killed The Radio Star: MTV’s Lasting Influence on Visual Culture ](https://www.drpgroup.com/en/news-blog/video-killed-the-radio-star-mtvs-lasting-influence-on-visual-culture?hsLang=en) ##### [Part of DRPGroup](https://www.drpgroup.com/?hsLang=en) ##### DRPG BRANDS [DRPG Creative Design Agency ](https://www.drpgroup.com/drpgdesign?hsLang=en) [DRPG Creative Digital Agency ](https://www.drpgroup.com/drpgdigital?hsLang=en) [DRPG Creative Film Agency](https://www.drpgroup.com/drpgfilm?hsLang=en) [DRPG Creative Experience Agency](https://www.drpgroup.com/drpgexperiential?hsLang=en) [TSEC](https://wearetsec.com/) [Penguins](https://www.penguins.co.uk/?hsLang=en) [OWB Creative](https://www.owb.uk.com/) [A-Vision](https://www.a-visionuk.com/) [Firehouse](https://www.firehouse.co.uk/) [Grosvenor Film](https://www.drpgroup.com/?hsLang=en) [Liquona](https://liquona.com/) [RPNext](https://www.rpnext.de/) ##### POPULAR LINKS [Careers](https://drpg.teamtailor.com/) [Terms and Conditions](https://www.drpgroup.com/hubfs/Policies%20(2025)/Terms%20and%20Conditions%20(2026)/DRPG%20Client%20Terms%20and%20Conditions%20080626.1%20Final%20-%20June%202026.pdf?hsLang=en) [Cookies](https://www.drpgroup.com/en/cookies?hsLang=en) [Privacy Policy ](https://www.drpgroup.com/en/privacy?hsLang=en) [Policies](https://www.drpgroup.com/en/drpg-policies?hsLang=en) [Sustainability Policies](https://www.drpgroup.com/en/drpg-sustainability-policies?hsLang=en) [LOOK AT OUR CAREER VACANCIES](https://drpg.teamtailor.com/) ![drpg logo](https://www.drpgroup.com/hubfs/raw_assets/public/Global%20Subsites/Images/drpg-logo-white.png) ![Certified B logo](https://www.drpgroup.com/hubfs/raw_assets/public/Global%20Subsites/Images/B-Corp-Logo-white-v2.png) © 2026 DRPG. 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