LET’S FIX DINNER
Butcherbox Brand Campaign
OBJECTIVE
Through consumer research, we learned that sustainability was important when choosing the meat and seafood was important to our consumers, but what was more important was how it directly benefited them and their families. Choosing the right meat was overwhelming, confusing and inconvenient. We knew we needed to recognize this priority to choose the right food to put on your table, while also simplifying the choice and instill confidence that they are making the right choice with Butcherbox.
MAIN THOUGHT
When it comes to deciding what meat to feed yourself and your family, ButcherBox recognizes the importance of getting it right. The unparalleled quality standards we’ve set for ourselves, and our products are designed to eliminate uncertainty.
This campaign was an effort to connect to the consumer mindset of that overwhelming decision of choosing the best to feed yourself and your family. We aimed to empower consumers to think differently about the food they put on their table and get to the truth about the meat they put on their dinner table, and the industry and producers that provide it.
Integrated Brand Campaign
TV / Digital / Social / PR / print / Branded Media Partnerships
Concept
Creative Direction
Art Direction
CREATIVE APPROACH
In order to disrupt the category, stand out from the sea of sameness, we needed a completely different approach to the visual execution. There were too many players in the industry just replicating visuals, steaks on kitchen counters and tables, beautifully cooked dishes and photos of the species in the wild. Everyone was doing the same thing. How could we differentiate and be memorable. We wanted to dig back into the idea of SIMPLIFYING our perspective.
What if we could turn off “adult” for a while. Free ourselves of anxiety and agenda, and just make decisions because they feel right? Basically look at the world as a child would. We’ll share our vision, our mission, through the pure, honest, innocent perspective, and we’ll animate our story through art showing the world in those innocent eyes – allowing everyone to see the world like they do.
Through this campaign we want to see the world as a child would –through simple illustration. A modern approach to illustration to set the scenes of our message, while still maintaining a premium visual brand.
BROADCAST
BUTCHERBOX TABLETALKS
Collaborated with Public Relations and Social Teams, to bring mom influencers together around the table to talk about trying to get it right, and the everyday struggles that come with it. The series was hosted on youtube, while shorter clip assets were created for paid social, email and other PR efforts.
BUTCHERBOX / Bleacher Report
Collaboration
Partnered with 2 NBA Couples to take about coming together at the table with the family, and the importance of high-quality protein. Published and promoted on Bleacher Report website and social channels to reach a specified target opportunity.
2023 EVOLUTION
Once we told the whole story to the awareness audience, we needed to hit that consideration phase. To do this we needed to truly connect to our consumer need state and share the benefits AND the benefits of the benefits to our consumer. To do this, we needed to show multiple audience, scenarios, and moments in those different need states. We decided to bring Loretta to life and let her show the focus of each need state. We needed to communicate to our consumers that Butcherbox is NOT JUST MEAT.
It’s way more than that.
It’s the confidence of never compromising quality or budget.
And the ease of always being prepared.
For breakfast time, lunch time, dinner time, snack time. Together time.
So YOU can savor the moments.