The Cauliflower Hash Brown Diet

Agency Network: 
Published/Aired: 
March 2021

Description

https://hashbrowndiet.com

Just as those New Year’s resolutions are wearing off, advertising/marketing agency DCX has devised a cheeky diet-based digital campaign for Strong Roots, a company that markets plant-based frozen food including Cauliflower Hash Browns in Ireland, the UK, and now the U.S.

The Cauliflower Hash Brown Diet (CHBD) is a marketing hook designed to poke fun at fad diets and the performance marketing tactics they often use. The concept hinges on an actual 21-day meal plan built around the core product that was developed by a registered dietician. Built on the premise that “The best diet is high in what you love,” the Cauliflower Hash Brown Diet starts with a two-day all hash brown cleanse, then reintroduces other recipes in diet-approved meals that incorporate the product.

The full funnel campaign takes a humorous approach to performance marketing by utilizing hundreds of typical performance marketing assets including inspirational video clips, scientific charts, and exercise tutorials. These assets direct American viewers to HashBrownDiet.com, where they can submit an email address to access a free 60-page CHBD book containing the diet plan and 30 pages of recipes, as well as product coupons.

Integrated advertisement created by DCX Growth Accelerator, United States for Strong Roots, within the category: Food.

Advertising Agency: DCX Growth Accelerator, USA
President: Tom Sewell
CCO: Doug Cameron
Executive Creative Director: Tommy Noonan
Creative Director: Al Kelly
Art Director / Designer: Alistair Chew
Account Director: Ashley Bouldin
Account Executive: Krysten Krulik
Account Director: Sarah Donze
Media Buyer: Aliani Paciulli
Producer: Katie Nickles
Editor: John Maloney
Production Company: Quickframe
Producer: Joycie Bernstein
Line Producer: Muffy Morton
Director: Nick Ray Mcann
Editor: John MacDonald
Post House: Chimney
Colorist: Lez Rudge
Conform: Kody Wescott
Casting Director: Amy Lowles
Social Video Animation: Benny Martin
Landing Page Maintenance: We are Volume
Developer: Benny Martin
Developer: Frank Cannata
Landing Page Developer: DIFF
Client Success: Joe Boloten
Performance Agency: Tinuiti
Director, Client Strategy: Megan Hawkins
Media Agency: Centro
Senior Digital Media Specialist: Brianna Zalackas
Mona Creative Influencer Agency: Lindsay Shedlin, Cassandra Chamoun, Eva Karagiorgas, Vanessa Santos
Registered Dietitian: Rebecca Norren
Food Photographer: Dan Escobar
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