Buddig Lunchtime Anytime Campaign

Lunch is too delicious to be limited to one time of day. That was the thinking behind this campaign for Buddig, a family-owned brand of lunchmeat. As the creative lead on the account, I directed a talented team of creatives to bring this concept to life across a wide variety of touchpoints – including a website that dynamically changes its headlines, hero images and overall color scheme based on the time of day.

Animated Emails

To get the word out about Lunchtime Anytime, we created a series of emails showcasing new product packaging, food photography and TV commercials. Each email was headlined by an animated hero image, immediately letting longtime fans know they were in for something fresh and different.

Dynamic Video Ads

There’s never a bad time for a lunch made with Buddig. To prove it, we decided to create hundreds of :06 pre-roll video ads depicting a wide range of lunchtime situations. Unfortunately, we didn’t have the budget (or time) to shoot hundreds :06 ads; we had the budget for three.

To get around this minor inconvenience, we filmed three pieces of footage, for which we wrote hundreds of headlines. Then, we worked with a media partner to programmatically overlay headlines on each video, rather than animating and re-editing them by hand. Finally, hundreds of video assets in hand, we organized them into dayparts – morning, mid-day, evening or late night – and served them up to viewers based on time of day. The result was a seemingly never-ending series of :06 video ads covering every meal of the day, and every minute on the clock.