flock to it
This Austin based hot sauce is making the journey from Austin into every Whole Foods nationwide. We want awareness --and the fan base --to grow with the brand.
We built an awareness campaign to inflocktrinate folks into the YB fanbase.
CW: Me AD: Me/Emma Kelley/Audrey Marlett
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Easter Egg Announcement
To announce their inflocktrination, Whole Foods will make a subtle logo change and debut it on their social, complete with a message telling Twitter to Flock to it. YB will upload a zoomed in version of the logo and wait for people to put the two together.
Social & Merch
One way YB will reward those that Flock to it.
Migration Truck Docuseries
What better way to inflocktrinate the nation than by sending the
flock members themselves. In our custom truck, a few lucky flock members will migrate from city to city to spread the sauce.
They’ll storm Millennium park, flood the food trucks along Abbot Kinney one fateful Friday night, take it to hot spots in The Big Apple, sneak it into the Reunion Tower. Maybe get kicked out. Anything goes. As long as they encourage others to Flock to it.
Of course, the whole thing will be documented for the rest of the flock to watch.
Flock Feeders
Placed in food truck parks and open restaurant areas, Yellowbird feeders will give people a taste of the good stuff and have a QR code to buy some online.
