Hungry Woman — thatchermoses

Brands love a quick diversity moment. They’ll slap some progressive messaging on the package, and pat themselves on the back all the way to the bank. This campaign lampoons that, playing up the absurdity of Hungry-Man having a sudden revelation that women also experience hunger.

The solution? A limited edition all-pink Hungry Woman meal, of course. We then sent it—alongside a sassy visually arresting zine—to female influencers, daring them to engage on social media.

Insight: Brands often confuse visibility with genuine support

Audience: Women ages 18-34 who want an easily accessible, satisfying meal.

Objective: Expand Hungry Man's consumer base to include women, drive awareness with female consumers while maintaining brand equity with the core male base.

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Brands love a quick diversity moment. They’ll slap some progressive messaging on the package, and pat themselves on the back all the way to the bank. This campaign lampoons that, playing up the absurdity of Hungry-Man having a sudden revelation that women also experience hunger.

The solution? A limited edition all-pink Hungry Woman meal, of course. We then sent it—alongside a sassy visually arresting zine—to female influencers, daring them to engage on social media.

The Mando Effect