*This is a spec campaign I created with my team during my internship at Ogilvy New York*
What the hell is this?!
It’s a Jimmy Dean griddle cake.
Coming in Maple and Blueberry, each sandwich features two pancakes paired with savory Jimmy Dean signature sausage, egg, and cheese.
User Generated Content
PR Packages
These mysterious packages will be sent to our selected influencers on National Sandwich Day (Nov.3.2024)
The package will count down from a minute and 30 seconds which maaaay be how long it takes to cook a Jimmy Dean Griddle Cake Sandwich.
Each Influencer will post a Tik Tok on their personal accounts to promote this absurd PR package.
The Ask
Create a social-first campaign that drives awareness for Jimmy Dean through griddle cakes with Gen Z.
The Problem
Gen Z does not think of Jimmy Dean when choosing breakfast because their radical optimism does not resonate with them.
So What Does Resonate With Gen Z?
Good question. It may sound absurd, but Gen Z finds peace and humor in dark times and topics.
2024’s Biggest Cultural Trend:
OPTIMISTIC NIHILISM
The idea that life has no objective meaning; nothing matters, so we might as well enjoy life and treat ourselves while we’re here.
We get to define our own purpose.
STRATEGY
Use Gen Z absurdist humor to connect the absurdity of life to the absurdity of the sandwich.
BIG IDEA
Jimmy Dean’s sausage, egg, and cheese griddle cake sandwich is the most absurd sandwich in the world.
Kickoff
National sandwich day
NOV. 3. 2024
Instagram /SnapChat Paid Ads
Some Absurd Memes
Tease
Ayo Edebiri
Alex Cooper
Jake Shane
Markiplier
Cameron Brink
Kacey Musgraves
Engagement
National Absurdity day
Nov.20.2024
Absurd Breakfast Buses will arrive at the universities our influencers attended, encouraging a vast number of students and fans to show up, organically growing media attention.
Sandwich launchers will shoot sandwiches to attendees as more are hand-delivered via electric unicycle. Each sandwich will be specially wrapped with messaging to leave recipients with a feeling of optimistic nihilism.
Conversion
Thanksgiving Day Parade
NOV.28.2024
Leading up to the Thanksgiving Day Parade, people who post themselves with the Griddle Cake Sandwich using #embraceabsurdity will be featured on the Jimmy Dean Absurd Thanksgiving Day Parade Float.
Art Director / Designer: Taylor Stone
Copywriter: Zevi Alter
Strategist: Allie Richter
PR: Claire Quan
Account Manager: Allen Ford