Stuck in a restricted category? Tired of playing by someone else’s rules?
The Shift Category Guide is your cheat code for making smarter, braver, and more culturally relevant work—by escaping the category box entirely. This guide helps strategists and creatives reframe, repackage, and reroute their ideas for impact, fame, and freedom.
What’s Inside the Shift Category Guide
This guide gives you the tools to make work that side-steps restrictions and side-eyes tradition—without sacrificing clarity or punch.
Inside, you’ll get:
- 4 proven tactics for reclassifying your brand into something bolder
- Iconic campaigns from Greggs, KFC, IKEA, Call of Duty, OnlyFans, and more
- GPT prompts to help you twist the frame, not just the message
- A cheat sheet for faster idea sprints and unexpected pitch angles
Sneak Peek: Shift to a Higher-Perceived Rival
Brief: Make people reappraise a budget food brand.
Answer? Lie a little.
Greggs launched a fake luxury food stall—Gregory & Gregory—at a high-end food festival. Influencers loved the “artisan” vegan bakes… until the sign came down. The punchline? It was Greggs all along. It wasn’t just cheeky—it reframed value perception in one delicious moment.
More brands pulled off the same elegant bluff:
- Aldi tricked posh wine lovers with a fake sommelier.
- Payless launched “Palessi,” a fake designer shoe shop.
- KFC applied for a Michelin Star… from the outback.
Each borrowed prestige to prove a point—and made headlines doing it.
And that’s just one of four strategic category shifts in the guide:
- Shift to Unrestricted Category
- Shift to Higher Status Category
- Shift to Higher-Perceived Rival
- Shift to Cultural Format
One of 16+ upload-ready playbooks that turn ChatGPT into your creative partner in mischief. Each guide is packed with proven tactics, real campaign proof, and prompts — so you can go from blank page to breakthrough idea in minutes.
