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)
Big Idea
One brave out-of-state filmmaker has partnered with Hulu to release their cult documentary about Old Bay: “A Cult in a Can.” We leave a string of clues along the way and invite the rest of the nation directly into Maryland to find out what Old Bay really is about.
“Burning Crab”
Through a combination of Reddit forum clues, grocery aisle end cap stands, and national viewership through the “Cult in the Can” documentary. Viewers and participates will be rewarded with a weekend “Burning Crab” food festival event. In conjuncture with the Maryland tourism board an organized seafood boil will take place sponsored by Old Bay. Culminating in the lighting and razing of a giant crab effigy.
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 (into the cult) 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 minor photography edits and the crab effigy.