It all begAN with a FREAK FACT.
In the battleground of lunch meats, where Hillshire Farm COMPETES against $15 saladS and plant-based alternatives, the challenge is monumental yet exciting. As America's go-to for ACCESSIBLE, QUALITY deli meats, Hillshire Farm aimED to rejuvenate this classic staple's image, rallying around our 90-year-old legacy to show why luncheon meat remains iconic even as culinary trends evolve.
Instead of just being part of the sandwich, what if Hillshire Farm became synonymous with sandwich culture itself, distinguishing itself from its rivals and earning a special place in consumers' hearts and fridges?
BECAUSE PEOPLE DON’T CARE ABOUT LUNCHMEAT BUT THEY CARE DEEPLY ABOUT SANDWICHES.
MY PROCESS
GET SMART ON THE ASK: By dissecting the ask, I tailor MY approach to meet the specific needs and nuances of the brand and its target audience.
GET INSPIRED BY EFFIE AND/OR CANNES-AWARDED BRAND ACTS: These campaigns set benchmarks for creativity, innovation, and effectiveness in achieving virality and cultural impact. SECONDARILY, IT’S A GREAT WAY TO PEEP WHAT COMPETITORS ARE DOING TO MAKE WAVES IN THE CATEGORY.
Explore FANDOMS AND Niche Online Communities: PASSIONATE FANS OF ANY GENRE/SUBGENRE OF THE INTERNET are treasure troves FOR authentic, unfiltered insights WITH THE potential to gain traction ON SOCIAL.
THE INSIGHT
Waste Not, Want Not: Parents are alarmed by household food waste, and who can blame them? Nearly three-quarters are sounding the alarm over trashed treasures like bread heels, which even the ducks are starting to refuse.
The Heel Turn: With almost 900,000 tons of bread heading to bins annually, Hillshire Farm sees a chance to turn the tide. It’s time to rescue the unloved butt of the loaf, transforming it into a culinary hero that turns heads and fills bellies.
Slice of Genius: By championing bread heels in recipes and pairing them with Hillshire Farm’s tasty range OF MOUTHWATERING LUNCH MEAT, we're making meals that matter. This TRADE doesn’t just elevate the everyday; it aligns seamlessly with the push for sustainable snacking. Let's inspire families to love every slice, heel and all!
RESULTS
WHEN WE PRESENTED THIS IDEA TO CLIENTS, THEY DID THE THING THAT EVERY STRATEGIST LOVES: THEY BELIEVED IN THE STRATEGY AND THE STRATEGY SOLD THE IDEA. A WIN!
BUT TO QUOTE HANNAH MONTANA, “Ain't about what's waiting on the other side//It's the climb".”
UNFORTUNATELY, THE ECONOMY IS…NOT GREAT.
AS A RESULT, HILLSHIRE FARM WAS CONSERVATIVE WITH FY24 SPENDING AND REDUCED OUR SCOPE.
THE PROJECT WAS SHELVED INDEFINATELY.
PROJECT RECAP HERE
