There’s a New ‘tarian in Town

Applegate Natural and Organic Meats makes all the things you love—hot dogs, corn dogs, burgers, chicken nuggets—without any of the things you hate—GMOs, antibiotics, nitrates, hormones and other gross stuff. Applegate is also committed to sustainable farming practices and to raising animals humanely. Which we realized was great news for our guilt-ridden consumers—the carnivores with a conscience—who were trying to balance their love of their bodies and the planet with their love of bacon, bacon and more bacon. Based on this insight, we created a whole new category of meat eater,  the Applegatarian, and launched a bold, graphic digital campaign to recruit them. And if you’re thinking, “Hey, that consumer sounds a lot like me,” you might be an Applegatarian too.

Strategy Integrated Big Idea Social Media Digital/Mobile
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