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THE ASK

To revive a retail brand with product/brand extension.

BACKGROUND

Armour Star is a meat packing company provides an easy to make meal solution. 

INSIGHT

Canned food doesn’t usually come with a good association, especially for the canned meat product. However, there are a lot of people relying on canned meat as their main protein source because of its affordable price and accessibility. Those people are hard workers. Even when they don’t have the time to cook, they still need to eat. 

TARGET AUDIENCE

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POSITIONING

Armour Star is food for hard workers.

STRATEGY

Food for right now.

CAMPAIGN: Armour Star, Take Lunch

Armour Star will launch a new product extension producing lunch boxes which contain canned meat, carbs, and vegetables. Each lunch box provides enough calories for a hard worker to get through the day. 

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EXECUTION

(please click the picture below for more details)

(please click the video and audios below for more details)