ATHENS FOODS GLUTEN FREE "BITE ME" CAMPAIGN
To introduce their new gluten free product line to the world, our team created a disruptive and splashy social media campaign for Athens Foods. With punchy colors and a little attitude, we capitalized on the frustration and FOMO that many gluten-free eaters experience on a daily basis. Using this product launch as a breakthrough item in the appetizer world, our campaign provided a rallying cry for all those who feel limited in their party-time choices.
"Bite Me" serves as both a clapback to the haters, and an invitation to try this easy and delicious frozen snack.
In addition to the just the social campaign, we considered a variety of opportunities this could live outside of a feed. From a feature at a Miami food festival to a cross-country road trip with an Instagram worthy food truck to influencer events and swag, this campaign was both playful and smart.
My role was alongside two other team members to create a comprehensive campaign and art direction.
To demonstrate the punchiness of the campaign could fit within the tones of their social feed, I chose colors that drew from the fresh, natural ingredients featured in the current palette.
Consumers get a surprise when they open their package of Gluten Free Bites and a Bite Me sticker falls out while merchandise, including hats and t-shirts, could be sent to influencers for promotion and given away via Instagram contests. Swag was also given out at a Miami food festival to those who sampled the bites and took a photo.
With an Instagram-worthy food truck, we'd hit the road to share our bites cross country, filming our stops at festivals, tailgates, and concerts for promotion via our social channels.
Via Instagram and Facebook stories, our influencer partners will take us through a day preparing for a party, offering tips and tricks for gluten free eaters along the way. We’ll send them our bites, along with sales sheets and product info, in campaign-centric boxes. Sponsored social stories filter would increase awareness of product and allow potential customers to virtually try our bites.
Animated, looping GIFs make pop art of our gluten free bites.
