Pancake Day is the name given to Shrove Tuesday in the United Kingdom, Ireland, Australia, New Zealand and Canada. It’s the last day before the forty day season of Lent in which many Christians are encouraged to live frugally. Traditional preparation for the season for many includes cooking and eating pancakes with lemon juice. WonderBra in the UK this year played on the wordplay associated with flat breasts keep appearances up for women. The print and online campaign is simple. A lemon cut in two and the words, “Today doesn’t have to be Pancake Day”.
The WonderBra Pancake Day campaign was developed at Publicis London by executive creative director Nik Studzinski, account executive Christine Ebeling-Long, account handler Chris Bietzk, art director Adam Thompson, copywriter Dan Glover-James and designer Lee Ford.