Applegate “I Am a Meathead”
Objective: Make a splash for the brand in January with a digitally-led campaign that drives engagement. make Applegate top-of-mind during a crowded season when consumers are looking to make “new choices.”
Our Idea: Reframe the term “meathead” in a positive light, emphasizing smart choices about better meat. Secured a partnership with a known meathead, Tyler Cameron, to create a humorous PSA-style video to drive social engagement. CMC, in collaboration with Applegate, handled everything from set & film crew selection to scriptwriting and promotion.
The Receipt:
69% lift in website traffic
43 million views of the PSA (102 days of watch time!)
126% higher viewership than the 2023 campaign with half the budget
Why It Matters: In a time period filled with resolutions, we redirected the conversation to celebrate daily choices people already make… and drove affinity for the brand.
Our Receipts