launching just bare chicken in a highly commoditized segment

Create awareness, interest and sales of premium fresh poultry brand, Just BARE, as it gains distribution area-by-area across the U.S. Disrupt shoppers' long-standing buying behaviors in a highly-commoditized, low-thought category. 

 There's a growing population of adults in the U.S. (62.6 million) that specifically buys organic or natural foods.  This audience is increasingly focused on food sourcing, especially when feeding their family.  Meat ranked in the top-3 most important items.

We dared to ask, "Who makes your food?" Taking a cue from the food source code on packages of Just BARE, we created an ad campaign focused on a few Just BARE chicken farmers. Shoppers would build an emotional connection to these farmers.

A data-driven, cross channel media approach was used to drive purchase intent among organic and natural food shoppers. But, we owned dinner moments through daypart domination and partnerships with Food Network, Spotify, and Food52. 

Sales increase year-over-year

Purchase intent after campaign exposure