Kentucky Legend
Already a national bestseller, America’s #1 ham brand was ready to start advertising like one.
But captivating creative was just part of our strategy.
Making a powerful first impression isn’t just about the big splash.
At the same time that the nation’s leading boneless ham and turkey brand was ready to elevate its marketing to a level on par with its sales popularity, it was also looking to expand its more seasoned fanbase by being more intentional about reaching younger adults.
First, with our “Where Food Oughta Come From” brand campaign set and shooting script in hand, NewPoint developed and produced the proverbial big-splash concept, enlisting the top-notch video team at Tanner+West.
But then, we shifted our strategic focus to the media placement component and the emergence of newer, more unconventional advertising tactics, ultimately locking in on an “OTT” opportunity to run “Over The Top” of traditional broadcast media via streaming services.
Targeting and spend-efficiency
OTT turned a big-splash production into an even smarter investment.
With our placement strategy, the ad is running on streaming services watched by 95% of Millennials and 98% of Gen Z, making 13 million impressions during the holiday months alone, while affording Kentucky Legend the message versatility to run the spot across other media year ‘round—all at a cost-per-impression much lower than traditional broadcast media.
Not to mention
a wildly creative spot that crystallizes Kentucky Legend’s brand distinction in just 15 mesmerizing seconds.
Project Components:
• Campaign Development • OTT Streaming • Video Art Direction • Social Media • Paid Social Ads • Social Reporting
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