Bubba Burgers Enlists an Alien and a Yeti Amid Meat Comeback

Yetis are carnivores, aliens are skeptics, and shut dwelling quarters can deliver out the snark in anybody. Legendary roommates—they’re similar to us.

These and different revelations unspool in a cheeky new industrial for Bubba burgers, which stars a yeti and an alien as otherworldly spokescharacters with a down-to-earth message a couple of model that’s been a grocery store staple for 3 many years.

It’s the primary work from Familiar Creatures, named company of report late final yr, marking a brand new course for Bubba. Earlier promoting has leaned on nostalgic themes, typically that includes household bonding at yard barbecues, in response to model supervisor Elizabeth Rice.

The brand new marketing campaign takes “a extra daring stance,” Rice mentioned, geared toward driving house the model’s positioning as a no-filler, no-additive “100% USDA Selection Chuck Beef” product within the frozen meals aisle.

“We’re amplifying easy info, attempting to teach shoppers about what’s within the merchandise and dispel some misconceptions about frozen burgers,” Rice instructed ADWEEK. “We need to construct belief and let shoppers know they received’t must spend time studying an extended ingredient label.”

The marketing campaign, with the brand new tagline “You Bubba Consider It,” would be the model’s most vital advertising spend to this point, with boosts particularly in media platforms comparable to related TV and on-line video, Rice mentioned.

Intertwining developments

Its launch coincides with a minimum of two buzzworthy developments: the meat renaissance, with the American market breaking gross sales data at practically $105 billion final yr, and the clean eating push, the place shoppers are demanding fewer components and synthetic components.

On the similar time, the work goals to inject some character right into a section not recognized for humor-based advertising.

“The class has been dominated by very rational claims and a number of inventory images,” Dustin Artz, co-founder at Acquainted Creatures, mentioned, noting the company did a top-to-bottom “model workshop” on successful the account. “However regardless that our characters are hyperbolic and excessive, we needed the humor to be not too broad—it’s a dry wit.”