CHEF BOY-AR-DEE
THROWBACK
Every once in a "blue moon," you encounter a project that lands on your desk—wild, wacky, and wonderfully weird. Chef Throwback was precisely one of those instances. It entailed spearheading a promotional campaign to champion the unlikely collaboration between Lil Yachty and Donny Osmond, featuring their song "START THE Pardee." This brainchild of the creative talents at Havas had already gained momentum, but our role was to craft its visual identity, ambiance, and pragmatic in-market strategies.
We knew we had to get the word out, so we orchestrated a massive PAR-dEE event at select Kroger stores, where we introduced the revamped, nostalgic snack. To ensure that the message reached far and wide, we embarked on a dual approach—digital and physical. We inundated the online WORLD with Twitter posts while unleashing wild postings in the real world, making it abundantly clear that the "OG" had made its triumphant return.
While we made no “office” friends in the prototyping production of our promotional handout, we did manage to create a pretty RAD record sleeve that played the song when opened. Similar to those pesky birthday cards that serenade you, this feature instantly implanted the song in your head, evoking fond memories of your long-forgotten childhood favorites.
Like any great music collaboration, we had to design a 'limited edition' shirt, which was distributed in stores and at our incredibly fun events.
Of course no buzzworthy event would be complete without an amplified photo op.
SR CW: ANDREW WIEGL ACD: ANDREW MCARDLE CD: CIARA PANACCHIA & JON MORROW