Not Just for the Holidays
Bruce Foods came to Mad Genius with a very specific challenge: Bruce’s Yams were flying off the shelves…through November and December. They wanted Mad Genius to present the yam as the perfect side-dish, 365 days a year. Between the power-packed health benefits and the retro-styling of the label, turning the yam into a ‘Superfly’ side-dish seemed perfectly obvious.
Presented in Beta-Carotene-O-Vision!
Turning a giant bowl of root vegetables into a kung-fu whirlwind of nutritional justice is easier said than done. (Heck, it’s actually not even that easy to say). In keeping with the “high-concept, low budget” genre that we were drawing from, all it took was a little crude puppeteering, a little post-production love and a funky original music score to get the laughs we were looking for. The TV campaign included a year-round general spot, doubled down on the holiday crowd, and even threw in a breakfast spot to promote Bruce’s Sweet Potato Pancake Mix.
Rounding out the campaign meant bringing “Yam Right!” to the masses online. While Bruce Foods already has a corporate website, it also markets a staggering amount of other items and brands. Mad Genius designed and deployed yamright.com to continue the new Bruce’s Yams brand experience online, complete with a Yam Blog, recipes, and a “yam-a-pedia” so the fun with puns could keep on rolling.