Boar's Head is debuting a campaign based on the habits surrounding "counter culture" where people order their sliced meats.
The creative, developed with agency Hill Holliday, suggests that counter culture’s first rule is providing a free slice to taste, while jazz music plays amid images of people enjoying sandwiches and food.
Sample the work here.
The campaign launches with a 90-second anthem spot along with 30- and 15-second TV commercials.
More spots building upon the “rules” of “counter culture” will be launched in the coming weeks. The campaign also includes a full suite of digital and social assets to help target consumers across all touch points.