[Bar-S]
Golden Locks & The 3 Fridges
Brand and Creative Strategy // Copywriting and Concept Development // Graphic Design and Art Direction // Video Production // Social Media Strategy and Content Production // Public Relations
[Background]
Following a trilogy of successful parody music videos, Bar-S was looking for a fresh way to embrace parody and humor to break through in a crowded meat market.
[Challenge]
As a brand found on the lower shelves at the grocery store, how do we show shoppers that Bar-S’ lower prices don’t mean lower quality or value?
[Insight]
Bar-S isn’t the cheap option. They are the smart option on the shelf because they offer the perfect sweet spot of high quality and variety at an affordable price. In other words, Bar-S is “just right”.
[Solution]
To tell the story of the brand’s “just right” benefits, we decided to take a page from a childhood tale we all know and love— Golden Locks & The Three Bears. But instead of bowls of porridge and beds of different sizes, we used the power of celebrity partnerships to parody the children’s tale in a way that had never been done before.
The Full-length Spot
In our twist on the tall tale, Golden Locks stumbles upon a cabin in the woods where instead of finding porridge, chairs, and beds, he’s faced with three fridges. One that’s too pricey, one that’s too boring, and finally Bar-S: the taste, variety, and convenience that’s juuuuust right for our hero.
A campaign that was juuuust right.
The Celebrity Partnership
Research showed our Bar-S audience were big fans of Sunday football, so we were thrilled to team up with ex-pro linebacker Clay Matthews and his luscious, blonde, hall-of-fame-worthy hair to play the role of “Golden Locks” in our parody.
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The Cutdowns
As much as we all love the richness of a story told without time constraints, we knew we also needed short-form cutdowns for paid media that could convey the same charm and appeal of Golden Locks in punchier ways.
The Social Ads
We launched a series of social and digital assets to support our story, building hype for the campaign and even allowing viewers to swipe through the journey of the three fridges for themselves.
The Characters
Meet the Expensive Brand Guy. From diamond-flaked Chewy Bacón to flashy Lamborweenies rotating on silver platters, this delusionally bougie big spender thinks price tags are the only indicator of quality.
Meet the Boring Food Guy. His variety in lunch meats is only rivaled by his khaki-lined wardrobe filled with 50 shades of beige. He wouldn’t know good flavor if it broke into his cabin and slept in his bed.
And finally, meet the Bar-S Guy. Cool, calm, and collected, the Bar-S Guy is a pro when it comes to delivering great taste, convenience, and variety in his barbecue foods. A lovable next door neighbor, the Bar-S Guy is the life of the party, and the first name on everyone’s guest list.
[The Results]
Media Performance Highlights
297M+ total impressions
exceeding goal by +55M and +119M over 2023 campaign
120M video views, including:
+8.2M more views YoY
+4.7M more completed views YoY
1.4M more video views than planned
despite a slightly lower completion rate on FB/IG
Organic & Influencer Reach
6.7M+
organic, boosted, and influencer impressions
6.4M+
views across platforms
Media Performance Highlights
Featured in Adweek’s Monday Stir
Highlighted by the Green Bay Press Gazette
Business Wire release success
Estimated earned media value: $7.3M
The Behind-The-Scenes
From big-time NFL celebrities to bejeweled hot dogs and bear costumes stuffed head to paw, Heart & Soul had a blast teaming up with Havoc Media and New York film director Jamie Ting to bring the Golden Locks story to life in the rural woods of Nashville, Tennessee.
