Janes Family Foods has launched an online campaign that introduces Canadian consumers to its new precooked, single-serve chicken label and its new brand ambassador, both with the same name – Flat Jack.
The “Jack Be Quick” campaign from Toronto agency Fuse includes four 25-second videos housed within a branded YouTube channel. The videos follow Flat Jack, a square and somewhat squished chicken, on a series of short, quirky barnyard adventures.
Two additional videos are expected to launch in the coming weeks, wherein Flat Jack will begin appearing in unexpected, urban areas, said John Rocca, creative solutions specialist at Fuse.
The campaign targets young teenage boys (who need to convince mom to pick up a box during her next trip to the store), and young adult males in college or university who need a quick fix for curing a case of the munchies.
When developing the Flat Jack character, it was important that it appeal to both demographics, said Rocca, who refers to the product as a “meat Pop-tart.”
“A square, flat chicken is something the youth demographic would find interesting, it’s just weird enough,” he said.
The videos are part of a larger social media effort that includes Facebook, Twitter and an online sweepstakes – all of which are accessible by visiting FlatJacks.ca.
At the end of each video, consumers are encouraged to buy a box of FlatJacks, which contains a PIN code that can be entered on the site for a chance at $10,000 and other prizes.
“We worked with Fuse to bring Flat Jack to life, giving him free range to hatch his own plans, which resulted in a campaign that cuts through the clutter and showcases the brand attributes in a unique way,” said Linda Fox, director of marketing, Janes Family Foods, in a release.
Ivana Manzon, vice president, client services at Fuse, said the agency would use Facebook impressions, ad clicks, YouTube views, sales and contest registration to track the success of the campaign.
