So you have two ads due tomorrow. Oh, and you have no assets to pull from, brand guidelines or product shots. Hmm. This was our situation with Carolina Pride, not the worst situation to be in when doing some sports program ads. But not the best either.
Since the strategy was wide open, we concepted headlines with attitude, insulting the extreme dieters and going straight for the tastebuds. Even vegans like the taste of a hot dog.
All the ads shown did run, the packaging and billboards never got sold. I think two of my favorite lines from the proposed packaging labels was for pre-sliced ham "It's pre-sliced otherwise people would just bite into it" and jumbo beef franks "You're gonna need two hands."
Anyway, the ads won multiple Addy awards and the Special Judges Award.
Art directed while at Jackson Marketing.