Adapt To You

AdapTable Meals, an emerging US brand from JBS Foods, is showing consumers how its fresh, preseasoned meats adapt to their modern-day lifestyles by tapping into an age-old truth: “What’s for dinner?” has always been a problem.

The campaign from agency partner Commerce House takes a before-and-after look at how couples, friends and families have struggled with mealtime throughout history, and how AdapTable Meals fits into their lives today.

In ‘Stone Age,’ a group of cave friends struggle with missing ingredients. In ‘Medieval Times,’ a knight and his wife have trouble devising a plan for dinner. And in ‘Old West,’ a frontier father and son are stuck having the same meal over and over. In each spot, we see their modern-day counterparts overcome the hassles of mealtime thanks to AdapTable Meals.

The theme line, “It’s time for meals that adapt to you.” transitions each spot from past to present along with art direction cues. For example, in Stone Age, the female lead stands holding a torch by the fire spit, followed by a match cut to her holding a pair of tongs over a grill.

Running on broadcast and streaming video throughout 2023, the spots were shot on location in Mexico City and brought to life by director Roderick Fenske of Bully Pictures and edited by Brent Herrington of 3008.