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.
Art Direction: Bari Elliott
Insight: Brands often confuse visibility with genuine supportAudience: 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.
EAT LIKE A GIRL
〰️
EAT LIKE A GIRL 〰️
The new Hungry Woman meal, all the same great flavor, now comes in pink.
Out of Home
Above: Glitching Bus-stop Billboard
Left: Lenticular Shelf Talker
“Let her NOT cook.”
We sent these new pink meals to female influencers in the form of press boxes, loaded up with all that Hungry-Woman protein, as well as a sassy, stylish zine telling the Hungry Woman story.
Above: Influencer unboxing Left: Pages from the Zine
Then we took to the aisles…
Hosting a focus group in the aisles of nationwide grocery stores, where customers are asked to compare and contrast the new Hungry-Woman meals with the old. Spoiler Alert: The meals didn’t change, just the packaging.
