Boar’s Head

The Challenge

Boar’s Head was the #1 brand in the deli category. The problem was that millennials were avoiding the deli counter altogether and choosing pre-packaged options.

The Insight

We discovered that the real barrier to the deli counter wasn’t lack of time, it was intimidation. Consumers felt performance anxiety when they approached the counter, and so they chose pre-packaged as an easier
way out.

The Solution

We reduced the intimidation factor by creating Counter Culture, a lighthearted and instructional world revolving around the counter. Here, people could learn what to look for and how to place the order that’s just right
for them.

Quite
the order

We got the world out with a long-form brand video, TVC, radio, consumer-targeted videos and key partnerships to ensure the right audience was next in line.

You could order with confidence from menus that described the flavor profiles, proper pronunciations and preferred thickness of select cuts. And you could learn things like how to make charcuterie boards on the site. Counter Culture gave you all the tools needed to raise your deli game.