Fusion92 “lunches” new campaign for Buddig

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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.”

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

   Nic Iyer, Director
   Will Meyers, Executive Producer
   John Condne, Executive Producer
   Kris Rey-Talley, Head of Production
   Mia Reggi, Line Producer

   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.