Applegate's 'Clean Meat Cleanse' is a post-Super Bowl detox omnivores can get behind
Agency Terri & Sandy is behind this diet without self-denial
Editor's Pick
Dry January is over, but Applegate wants eaters to try a new type of cleanse—one many people might find a bit more palatable. The “Clean Meat Cleanse” is a comedic take on the rise of ascetic New Year’s resolutions that have people dropping gluten, meat or booze.
Instead of Veganuary, the brand is suggesting a diet consisting of meat with no artificial ingredients or chemical nitrates, from animals raised without antibiotics. In a campaign from Terri & Sandy debuting the week after the Super Bowl, when millions of Americans overindulged on low-quality meat and snacks, the cleanse is led by a woman who takes it way too seriously. Her rhythmic movements are intended to convey the benefits of being an “Applegatarian.”
In addition to goodness for the body, Applegate is also promoting “higher-level” cleansing products, like bacon without added sugar, paleo and gluten-free meats, organic hot dogs and burgers that blend meat and vegetables.
Social and digital spots also stress the environmental advantages of healthier eating, with clear nods to issues like climate change and sustainability. The campaign is running across Hulu, YouTube TV, Facebook and Instagram.
Credits
- Date
- Feb 05, 2020
- Client :
- Applegate
- Agency :
- Terri & Sandy
- President of Applegate Farms :
- John Ghingo
- VP Brand Strategy & Innovation :
- Nicole Glenn
- VP E-Commerce & Digital Marketing :
- Robert O’Donnell
- Creative Director :
- Janet Jenkins
- Senior Director of Communications & Strategic Partnerships :
- Maria Balice
- Senior Manager of Social Media Marketing :
- Leo Morejon
- Producer :
- Tricia Barruel
- Digital Media Coordinator :
- Brianne Mellody
- Co-Founder & Co-CEO :
- Terri Meyer
- Co-Founder & Co-CEO :
- Sandy Greenberg
- Creative Director Copywriting :
- Chris Cannon
- Creative Director Art Direction :
- JP Gomez
- Associate Creative Director :
- Benita Antony
- Associate Creative Director :
- Natalia Davila
- Executive Producer :
- Michael Flexner
- Executive Producer :
- Chris Lenz
- Group Account Director :
- Lauren Rubenstein
- Senior Account Executive :
- Josh Bablin
- Production Company :
- Good Great Grand
- Director :
- Tyler Greco
- Executive Producer :
- Tom Goldstein
- Editorial Company :
- Exile
- Editor :
- Katie Turinski
- Assistant Editor :
- Ling Chua
- Head of Production :
- Evyn Bruce
- Executive Producer :
- Sasha Hirschfeld
- Lead Flame Artist :
- Rich Siciliano
- Lead Flame Artist :
- Federico
- Saccone Flame Artist :
- Adam Greenberg
- Music & Mix :
- Walker
- Color :
- Nice Shoes
- Colorist :
- Chris Ryan
- Color Assistant :
- Matt Annitto
- Executive Producer :
- Tara Holmes
- Producer :
- Andrew Pandolfino
- Animator :
- Hey Beautiful Jerk
- Creative Director :
- Gina Niespodziani
- Creative Producer & Animator :
- Ruby Munoz
- Animator :
- Matt Carr Jr.
- Animator :
- John Morena
- Sound Designer and Audio Mix :
- Tim Korn
- Audio Producer :
- George Dellinger
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