UNDER CONSTRUCTION
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UNDER CONSTRUCTION /////////////
Old Bay
Campaign for Old Bay all purpose seasoning.
Role
Art Director, Graphic Designer
Skills
Art Direction, Creative Strategy, Concepting
Team:
Michael Tutko (AD / GD)
Brad Karner (Copywriter)
Observation
Marylanders are vocal about putting Old Bay on everything, no matter how unusual the combination is.
Insight
Marylanders aren’t risking judgment; they’re insulated by community. Outsiders lack that same element of permission.
Solution
We invite them in directly by confirming their suspicions. Old Bay really IS a cult, and we’re looking out-of-state to recruit.
Target Demo
Geo - Non-Marylanders.
Interest - Those interested and following food sites/recipes, and interested in cooking and finding new dishes to make.
Launch
Phase 1 - Q1 into Q2
Phase 2 - Q2 into Q3
Tension
People outside of the region don’t own it with the same cult-like reverence, even if they like it.
A.I. Disclaimer:
AI was used for minior photography edits.