Cannes Lions

F-UP INSURANCE

BENSIMON BYRNE, Toronto / CARNIVORE CLUB / 2015

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Overview

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Credits

Overview

Description

Carnivore Club is a meat-of-the-month subscription service. And also the first product to market itself as a form of pre-emptive forgiveness – dubbed F-Up Insurance. So when a man comes home to find his wife cheating on him with not just a good-looking young man, but people from all over the neighbourhood – he’s totally cool with it.

Execution

For a small Canadian brand with very limited dollars, we couldn’t rely on big-budget execution. Instead, we sought to create an idea that will generate talk value through its sheer originality, disruptiveness, and entertainment value. We focused on facebook advertising as our main digital channel to drive this awareness. And because building awareness of the brand was the primary goal of the campaign, we ensured the concept allowed us to keep all of the dialogue focused on the product itself—it remains central to the storyline at all times and provides an entertaining vehicle for us to educate the viewer.

Outcome

The campaign significantly increased awareness of Carnivore Club brand amongst our target consumer due very high video media metrics. With less than $5000 CDN, we were able to deliver over 1,200,000 impressions to the affluent 25-45 urban male “foodie" consumer.

During the campaign brand website visits jumped up by 93%, well exceeding the goal of 10%. Along with increased subscription inquiries via the website, Carnivore Club has gotten national media coverage as well as a successful partnership deal on Dragon’s Den (predecessor of popular Shark Tank TV series) and expanded services to Europe.

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