Pure Grit Vegan BBQ
There are unwritten rules around what you eat and how that defines who you are. But why? Almost 50% of Americans self-identify as “Flexitarian,” and putting ourselves in boxes is outdated. Pure Grit questions the questioning by having us ask ourselves: what are we even talking about anymore?
Insight: When something tastes good, it simply just does.
Strategy: Let's show vegetarians, meat-itarians and flexitarians alike that some things in life just don't need explaining.
Campaign: Trust your Gut. Pure Grit.
CW: Danny Todesca
AD: Sean McSherry
ST: John Simons
OOH
In-Store:
In store, we'll take the onus off of the customer, giving them confidence that whatever they get, they'll be sure to like it with our Trust Our Gut special.
Activation/Stunt:
Pure Grit is located in Brooklyn, NY, so what better place where people have to trust their gut and not listen to fear than Coney Island? There are no other vegan options served at the park, and customers will be awarded lunch by doing things that require trusting your gut like riding in the first row car of a roller-coaster.
MY ROLE
Category Analysis
Social Listening
Brief Writing
Comms Strategy
Media Placement
Deck Narrative/Presentation