• by Larissa Faw , October 14, 2019

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.