Fleisher's
Lust for Better Meat
Miami Ad School Instructor: Portfolio Greenhouse Student Work
How do you inspire need in a commodity category and differentiate a brand in a market believed to be wholly undifferentiated?
How about by reversing anatomies, hooking and engaging the audience via a saucy, eye-grabbing campaign that pokes fun at body parts—human, not animal?
POSTERS
There’s nothing to conceal at Fleisher’s. These posters grab your attention with a burlesque theme (revealing Fleisher’s organic, grass-fed, all-natural message), and announce the opening of the new Fleisher’s store location in Brooklyn.
That’s precisely what we did: Creating a sharper-than-a-knife, head-turning campaign that also had some real meat on it: The facts and figures that exposed the truth about “production” and “factory” meat.
STOREFRONT PEEPSHOW
Instead of covering the windows with plywood, we turned the construction phase of the store’s renovation into a buzz-generating peepshow. Custom-printed screens featured peepholes with videos behind them. One for people, and (since Fleisher’s makes dog treats) one at dog-level, too.
THE BURLESQUE SHOW
The campaign not only turned heads and created brand buzz, but it also gave customers a fun way to spread the word and evangelize the differentiating truth and message that ultimately demonstrated and differentiated just how the Fleisher’s brand was able to purvey higher quality meat than any other in the industry.
STICKERS / MOBILE PEEPSHOW
We placed stickers in trendy Brooklyn hangouts that prompted you to download the Fleisher’s app in order to see hidden content. Using image recognition and your phone’s geo-location, we didn’t have to rely on clunky QR codes to reveal a unique video peepshow based on exactly where you are.
iPHONE APP
A free multi-purpose iPhone app extends the campaign with mobile, social, and loyalty features. At its heart is a tongue-in-cheek game called “Bump ’N Grind” that uses bluetooth to distribute coupons based on social interactions. There was also a locator to find those restaurants that serve Fleisher’s products and info on each of Fleisher’s shops.