
New
hyper-targeted
marketing push
looks to
redefine
“lunchtime”
Lunch is actually my favorite meal of the day. Who doesn’t like a good sandwich?
Apparently Carl Buddig and his brand Buddig, along with newly appointed AOR, Fusion92 do. The brand and agency have launched a national integrated campaign aimed at capturing the imagination of lunchmeat eaters while also repositioning the Buddig brand.
Titled “Lunchtime Anytime,” the new campaign approach allows Buddig to hyper-target consumers based on behaviors and location, because the advertising buy, even for television, is being executed digitally.
The fully integrated national campaign includes touchpoints in digital, mobile, TV, video, radio and in-store. Additionally, the creative strategy is rooted in consumer insights around variety of products and usage occasions, trust and an on-the-go lifestyle, which means everything has a purpose and connects to consumers, no matter where they are in their journey.
The campaign features new packaging (already available in some markets), a refreshed website and TV three hilarious :15 spots directed by Minimal’s Nick Iyer. Titled “Stomach Growls,” “What Time Is It?” and “Grandfather Clock” show the hilarious possibilities of what happens when we re-think lunchtime with Buddig. Watch below:
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“We pride ourselves on delivering real-world business results for our clients and we measure our success by our clients’ success,” said Matt Murphy, Founder & CEO of Fusion92. “We really know the Buddig brand and given everything we know about modern consumer behavior through digital, and the shift in the marketing channels to hyper-targeted and high quality, we know there’s no better time to refresh and re-introduce the brand to the market.”
Each digital touchpoint features a vibrant, daypart-specific design system inspired by the new packaging that will have consumers looking at Buddig – and lunchtime – in a new way. Dynamic video and banner ads feature hundreds of headlines, meal occasions and snack variations to show the value of Buddig through variety, social media posts center around tasty but accessible “snackable” content complete with custom food photography and videos, and a handful of “meatitative” radio spots will have listeners asking, “what is the meaning of lunch?” Listen below:
“As a third-generation, family-owned company, we have carved out a unique niche in our category, by placing a premium on family. Our approach has served us well, as we have seen continual growth,” says Tom Buddig, EVP of Marketing, Buddig. “However, we’re at a turning point with the brand and understand the dynamics of how ‘family’ is defined has changed, as well as how we all consume media.”
He adds, “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.”
“Lunchtime Anytime is the brainchild of our agency Fusion92,” added Robert Gay, VP of Marketing, Buddig. “We were at a point where we realized it was time to reposition consumers’ perception of our brand and asked all of our agencies to bring us their best. Fusion92 developed this strategic and fully integrated campaign. We have such high confidence in their work and how much they understand our business, that we recently named them our official agency of record.”
Credits
Client: Buddig
Tom Buddig, EVP Marketing
Robert Gay, VP Marketing
Amy Krider, Buddig Brand Manager
Carrie Komers, Assistant Brand Manager
AGENCY: Fusion92
Josh Hurley, ECD
Eric Wolinsky, CD
John Deluca, ACD
Kyle Gunby, Copywriter
JK Lyons, Associate Copywriter
Tony Lazzeretti, Associate Copywriter
Priya Chugh, Art Director
Hillary Dado, Art Director
Anwar Khuri, Executive Producer
Andrea Horn, Integrated Producer
Sam Pulling, Project Manager
McKenzie Closen, Account Director
Sarah Lackore, Account Manager
John Geletka, SVP Agency Services
Ben Cox, VP Strategy & Insights
Meghan McCarthy, SVP Media & Activation Services
Marcella Dulac, Media Director
PRODUCTION COMPANY: MINIMAL
Nic Iyer, Director
Will Meyers, Executive Producer
John Condne, Executive Producer
Kris Rey-Talley, Head of Production
Mia Reggi, Line Producer
EDITORIAL: Optimus
Angelo Valencia, Editor
Matt Glover, Editor
Tim Cahill, Editor
Emily Hayes, Assistant Editor
Joanna Wood, Sr. Producer
Brian Hrastar, EP/Managing Director
Glen Noren, Director of Finish
Paul Galati, Colorist
Marina Killion, Senior Audio Engineer
SOURCE Fusion92
Contact Colin Costello at colin@reelchicago.com.