Bubba's Fine Foods
Founded in 2014, Bubba's Fine Foods is a small business with big flavor. Focused on providing grain-free and allergy-friendly snacks, Bubba's is working on expanding their business.
This campaign was tasked with promoting Bubba's as it is featured as one of the first-class snacks on United Airlines flights. With a budget of $100k and a goal of reaching consumers along their journey to and from the plane, we decided to focus on a campaign that could go home with the passengers.
Art direction, Copywriting, & Strategy: Sarah Mendez
PR & Media Planning: Jenna Metcalf & Sidnee Franquez
The Strategy
We chose to target affluent millennials for several reasons. They are not only more interested in health foods than many of our other audiences, but they also tend to pass trends back up the generational ladder. This insight from Mintel Academic inspired the idea to trigger nostalgia in these millennials. Since they are more likely to respond to nostalgia, we decided to create a campaign that would trigger nostalgia and go home with them at the same time.
To reach them meaningfully, we decided to place a small, cereal-box-style prize in the bags on the plane. This helps Bubba’s stay in their minds in multiple ways. It not only provides a tactile reminder of their snack but also serves as a way to give them an ad that they will likely take home with them. For the prize, we chose trading cards as they are cost-effective and provide an opportunity to create multiple versions for people to collect. In addition, each version will have a different level of rarity and a different discount to promote multiple purchases.
The Creative Executions
Since Bubba's is a relatively young brand and not inherently nostalgic on its own, we needed to add some nostalgia back in. To do so, we redesigned their logo's mascot to reflect the cartoonish art styles of the late 80s and 90s. This decade and a half were chosen specifically because this is right in the middle of our audience's childhood.
To add to the feeling, we created 3 new characters to place on the create a brand story. We gave each one a unique personality and created situations for them to interact with each other. This strategy was inspired by the storytelling in advertising for children's cereal during the time period. They are inspired by different flavors of Bubba's snacks and each has a different level of rarity and a different discount.
Finally, we created a manifesto for the brand to help solidify what the core purpose is. Though it does not directly reference the phrase that started the campaign, the manifesto expresses the freedom of a childlike and carefree approach to food. With only tone and mood to convey that feeling, this manifesto is able to fit with this campaign while remaining relevant to the brand once the campaign has finished its run.
The Media Plan
Our media plan revolved around the journey to and from the airport. We chose January through July to advertise in airports as this portion of the year is a peak time for business travel and interest in health. Then, to offset those months, we created a social campaign with promoted posts and promotion through a health food influencer. These would be placed on various social media commonly used by affluent millennials.
