The Ask: create a mini integrated campaign for Old Bay across OOH and TV, showcasing its bold, iconic flavor in a memorable way to boost brand awareness and engagement.
BackGround: Old Bay is a popular seasoning, especially on the East Coast, but there's an opportunity to expand its appeal to younger, more diverse audiences by highlighting its versatility.
The Problem: Old Bay is loved but seen as a regional seafood favorite, missing the chance to be recognized as a versatile seasoning for everyday meals.
Insight: Old Bay is like an ex you can't quit—always there for a bold, reliable flavor boost, the go-to seasoning people keep coming back to.
Solution: Position Old Bay as the seasoning you can't escape, like that ex you’ll always love and rely on.
Role: Strategy | Art Direction | Copywriting
Team: Morgan Living
