A new integrated campaign for Just BARE Chicken.
Just BARE is a premium fresh poultry brand looking to expand across the United States. The ask was to bring the brand’s unique-selling-proposition to life : a Trace Code that allows consumers to learn the zip code of the farm that their chicken was raised in.
While the natural leap to humanize the Trace Code would be to use farmers as our campaign voice, it is a path that many other brands have gone down. Our approach was to show our farmers when they were not farming – demonstrating them to be more than just props in an ad campaign, but real people with hopes, dreams and passions.
The knowledge that a believable and relatable individual is personally vested in ensuring you get better quality chicken made for a distinct and exciting consumer benefit led campaign.
Just BARE delivered this message around moments when consumers are in a dinner mindset, while showcasing the premium-ness of the brand through sponsorships and custom content. Highlights include sponsorship of Food Network shows, Chopped and Beat Bobby Flay, co-branded articles centered around chicken dinner ideas with Food52 and sponsorship of dinner night playlists on Spotify.