BROADCAST // SOCIAL // EXPERIENTIAL Jimmy Dean needed to introduce its new High Protein line to a whole new audience without losing the stuff that made it, well, Jimmy Dean.
So we gave its visual heritage a cowboy hat tip with a paper animation style that brought the brand’s history into a whole new world. From there, we mixed classic cowboy culture with modern urban style to get a younger generation to give Jimmy Dean a second look. Then we took things to Stagecoach, becoming the festival’s official breakfast partner and creating a brand experience that gave people a whole new idea of who Jimmy Dean is for. Yeeeehaw!
We brought the new look to life at Stagecoach, where Jimmy Dean debuted as the festival’s official breakfast partner, with a custom diner serving up high-protein breakfast options. We created custom T-shirts, keychains, neon signage, a photobooth, and a waffle-charging wall, all centered around a vintage Airstream serving breakfast all day long.
AGENCY: SuperBloom House
CLIENT: Jimmy Dean
GROUP CREATIVE DIRECTOR: Leah Butler
ART DIRECTOR: Courtney Wells
CREATIVE DIRECTOR: Christina Connerton
STRATEGY DIRECTOR: Stephanie Cortinhal
CLIENT DIRECTOR: Nici Bentivegna
DIRECTOR OF PRODUCTION: Nick Clifford
LINE PRODUCER: Garret Quigley
CREATIVE PRODUCER: Marina Starkey