THE BOAR’S HEAD
GUIDE TO
COUNTER CULTURE
the next generation of potential deli lovers
were suffering from something unexpected:
stage fright.
We needed to introduce a new generation of shopper to the deli. Indoctrinate them to the social cues, the faux pas, and most importantly, the potential.
Cue The Boar’s Head Guide to Counter Culture
An endless list of “rules” designed to orient you to tips, tricks, and etiquette of the deli, whether you’re a beginner or intermediate user.
anthem video
We launched with a longform video, introducing those curious about the deli to the treasure that lies just behind the glass.
FROM THERE, WE RELEASED SHORTER FORM CONTENT, EACH EXPLORING AN INDIVIDUAL RULE and recipe
IN SOCIAL, WE CREATED A CRASH COURSE FOR THE “DELI-CURIOUS”
We put the brave few to the test, indoctrinating them to the deli one pound at a time.
IN-STORE, WE CREATED PRINTED MATERIAL THAT LIVED AT THE COUNTER, READY TO ORIENT NEWCOMERS
A physical Guide to Counter Culture
At the product level, we tied new releases to new rules
Our campaign for the new Pitsmoked Turkey Breast, which included a long form piece, :30/15 broadcast spots, and multiple social assets, was the most successful new product launch in Boar’s Head’s history.
we also RELEASED LONGFORM CONTENT THAT DOVE INTO THE HERITAGE OF THE FLAVOR -
paying just as much respect to the pitmaster, as we do the delimeister
Group Creative Director:
Matty Poitras
Launch Brand Work:
Kelly Nichols
Evan Gott
Deli Curious:
Kelly Nichols (Director)
Alex Smullian
Pitcraft Turkey:
Kelly Nichols
Ilan Frankel