If someone asked you what foods you would eat, even if you knew you would get a little heartburn, what foods would you eat?
I wanted to make sure a lot of those fare foods were represented in a memorable and stand-out way in the category.
The pattern was used to stand-out in the category, as well as at the events on our cross-country tour. Our blue gradient, coupled with this pattern stood out in a sea of red and yellow food joints and signage. It was even used as a photo backdrop at all of our tour locations, in order to bring our campaign full-circle.
Materials used: Markers on paper, scanner, Adobe Illustrator
A few examples of our food character social content.
Rueben was sad to see his friends leave, while Chicken flapped farewell.
The van breaks down and Taco still has jokes.
Taco just lets Meatball handle it and decides to FaceTime his friends back at home. Taco STILL has jokes.
Our posts can be both entertaining AND interactive.
We had thousands of fans responding to our posts and engaging with our brand.
We kept the story going by hopping back home to check in on our other food characters.
Is that a photo of Chicken visiting the Grand Canyon? Yes.
We also captured live-content on the tour to keep fans engaged. We even had fans at the events see our post to seek us out. I think they just wanted the free samples of TUMS.