Century-old, family-owned luncheon meat company Carl Buddig and Company has launched a multichannel campaign that aims to reposition the brand to appeal to today’s on-the-go, traditional-meal-averse consumers.
The campaign — spanning digital, mobile, TV, video, radio and in-store — was created with Fusion92, a longtime roster agency for the Buddig company that was already digital agency of record for Buddig’s other brands (including Old Wisconsin Sausage, Kingsford Ribs and BBQ Meats), and was recently named AOR for the Buddig brand.
The entire ad buy is being executed digitally to allow for hyper-targeting consumers based on behavior and location, according to the company.
The creative highlights Buddig’s variety of sliced-to-go meats, in newly redesigned, “convenient for any hour” packaging.
Three 15-second videos/TV spots offer humorous vignettes in which people of various ages realize that they don’t have to wait until lunchtime to eat lunch meat.
In one, Dad (above) and other family members discover the joys of night-owl sandwich eating. In another, Grandpa literally breaks with traditional lunchtime hours. The third (below) features hungry stomachs conversing through growls.
While Buddig has continued to see growth through its focus on serving families, it understands that both families and how people consumer media have changed, says Buddig Executive Vice President Tom Buddig. “This new campaign allows us to streamline the way we reach our consumers, by focusing less on demographics and more on their lifestyles. Essentially, we’re meeting our consumers where they are, with the right medium and message for them.”
“Meatitative” radio spots will ask listeners, “What is the meaning of lunch?”
To highlight the products’ versatility across dayparts, hundreds of different headlines are being used on digital video and banner ads. Social media posts feature “snackable” food, photography and videos.