Designed and built a fully-integrated brand experience for a newly-funded food CPG startup launching in Publix, with the campaign resulting in a reorder for all 1,200 locations in half the time forecasted.
We set out to be the first turkey brand to directly take on the perception that all turkey meat, regardless of its nutritional benefits, was bland and dry.
We knew we needed to act very differently to your stereotypical food CPG marketing. As a result, we assembled a roster of partners who specialized in entertainment and together fathomed - “The Secret Turkey Club.”
The STC not only became the connective tissue for every touchpoint from sabotaging billboards, to social news stories, to PR engagement, more importantly, it enticed Publix shoppers to spend a little bit longer in the fresh meat aisle and rethink turkey.
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