Wellness marketing can get complicated fast. Powders. Pills. Gadgets. Hacks. Protocols. Routines. Kettle & Fire and Chicago-based AOR Someoddpilot are taking the opposite approach with the bone broth brand’s first-ever brand campaign:
Think less. Eat broth.
Titled “Be a Bonehead,” the campaign drops a caveman and cavewoman into modern life to make the case that health does not always have to feel like advanced chemistry.
The work builds off Kettle & Fire’s longtime positioning around simplicity — “Simple ingredients. Simple prep. Simple nutrition.” — but pushes that idea into a much stranger and funnier place than the category usually goes.
Instead of pristine kitchens, aspirational wellness routines and lovingly staged bowls of broth, Someoddpilot gives us dirty cave-people happily going about their day and consuming what is essentially framed as the original superfood. Subtle, it is not. That is also the point. Watch below:
“With ‘Be a Bonehead,’ we wanted to create something that felt totally out of place, in the best possible way,” said Anton Jeludkov, Partner and Creative Director at Someoddpilot. Adding, “In a world obsessed with hacks and high-performance everything, we dropped two cave-people into modern life to remind us that health can be simple, satisfying, and even a little silly.”
The joke gives the brand a sharp point of difference in a category that often takes itself very seriously. For Kettle & Fire, the campaign also represents a significant moment in its growth.
The company has expanded from startup status into a major national brand, building a devoted following in the bone broth category and growing into a business reportedly valued at more than $100 million.
Its first big brand campaign gives it something beyond product education.
A personality.
And Someoddpilot has chosen a pretty memorable one.
The work runs across web, social, and CTV and gives Kettle & Fire a visual world it can keep building around: simple, odd, direct, and proudly unconcerned with whatever the latest wellness trend happens to be.
In other words, maybe being a bonehead isn’t so bad.
CREDITS:
BRAND: Kettle & Fire
- Jack Meredith, Vice President, Marketing
- Steve Valentine, Creative Director
- Wheela Michelle, Senior Content & Creative Strategist
AGENCY: Someoddpilot
- Chris Eichenseer, Executive Creative Director
- Annika Welander, Chief Operating Officer
- Justin Hoot, Partner, Client Services
- Anton Jeludkov, Partner, Creative
- Patrick Collins, Partner, Strategy
- Ellen Evangelides, Associate Director, Client Services
- Kara Hamilton, Associate Director, Creative
- Katey Meyer, Producer
- Alexandra Buhrow, Producer
- Madeline Hester, Senior Copywriter
- Landon Groves, Senior Copywriter
