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

Published On
Feb 05, 2020

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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Project Type