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.