A big part of our job was adapting above the line campaigns to work within the shopper space. Hillshire Farm’s Oh, Hill Yeah campaign presented a couple challenges. One, it was a copy-forward campaign. Which, kudos to the writer who sold that in. That’s the dream. But in our space, we have things like character counts and digital banner-sized limits to consider. We also worked with retailers who felt uncomfortable using such ‘edgy’ language. Here are a couple examples of what we were working against:
And here is how we adapted the work two ways across four different categories, trying to maintain the same tone of voice while adhering to our strict parameters.
