Our challenge was to create tactics and messaging for Thanksgiving that would drive home the current consumer facing idea of “Uncommon Turkey.” But what makes Plainville Farms Uncommon? They Never EVER use added growth hormones, antibiotics, artificial ingredients, EVER. So we came up with the idea #NeverEverBadStuff and launched the idea with an experiential food truck which was a spoof on the upcoming Presidential election. We created the “Uncommon Candidate” campaign truck that toured New York City for 3 days. It made noise and engaged people with music, samples, coupons, and photo engagements. We also interviewed people and created “man-on-the-street” style videos that were used as Facebook and Instagram content around Thanksgiving.
The truck engagement garnered over 6.77 million impressions. We gave out over 3,500 coupons and flyers, 2,100 turkey sandwiches and captured over 6 hours of video. The estimated CPM on this activation was $11, much lower than the standard of $85-$100 CPM.