Be a Bonehead

For years Kettle & Fire has grown a massive, and passionate, fanbase in the bone broth category, earning shoutouts from Joe Rogan and building from a startup into a $100 Million brand that’s sold in grocery stores across the country.
Now, fresh off expanding its production capabilities to meet demand, the brand is rolling out its first-ever brand campaign—a bold, comedic, and proudly weird swing that was created by Chicago-based agency Someoddpilot.
Titled “Be a Bonehead,” the campaign takes a prehistoric point of view that champions simplicity in a world of overcomplicated health trends; drawing from the brand’s tagline, “Simple ingredients. Simple prep. Simple nutrition.”
It’s a massive departure for the category, which typically focuses on clean kitchens and cooking moms. Instead, Someoddpilot delivers dirty cave-people, sipping on the best broth in the land.
Running across web, social, and CTV, the campaign centers on a :30 hero spot that follows a cavewomen and caveman going about their daily routine, eating “grass-feed, free-range, all-organic everything.”
Targeted towards the modern wellness seeker overwhelmed by powders, pills, and pricey gadgets, these no-frills cave-people remind people of the original superfood: bone broth.
In a tech-forward world, the campaign attempts to make things feel real, carving out a world Kettle & Fire can continue to build equity in.
The work strategically tethers the brand to the product and category, while positioning Kettle & Fire as the go-to for health seekers who know that sometimes, simpler really is smarter.