BAR-S FOODS
Golden Locks & the 3 Fridges ft. Clay Matthews
We dressed up an NFL linebacker as Goldilocks to show how Bar-S was juuust the right choice.
Brand and Creative Strategy, Copywriting and Concept Development, Graphic Design and Art Direction, Video Production, Social Media Strategy and Content Production, Public Relations
The 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?
The Solution
Bar-S isn’t the cheap option. They’re the smart choice on the shelf because they offer the perfect sweet spot of good quality and variety at an affordable price. So 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.
.jpg)
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.
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.
Media Performance Highlights
Organic & Influencer Reach
media performance highlights
Estimated earned media value: $7.3M!
