EAT YOUR BUDDIG
Carl Buddig & Company
2025 Brand Campaign
Role: VP, Creative Director
Group Creative Director: Michelle Underwood
Copywriter: Peter Cevallos
Art Direction: Eric Thompson
Producer: Eric Psihoules, Paige Pucel
Director: Abe Zverow / Breakfast Worldwide
DP: Karl Blomberg
and featuring the incomparable Bunny Klein Gibson
MEAT MEET THE BUDDIG GRANDMA
Buddig lunch meats had a problem.
It was for the olds.
We needed to help the brand breakthrough to a younger audience on social.
And we chose an unlikely character to help us get there: a grandma.
The Buddig Grandma is an elder dedicated to making sure that we (younger generations) don’t stop taking care of ourselves—even as grocery costs rise and we have less and less time to sit down and eat.
And because she knows that hunger can strike at anytime…she’s showing up in your algorithm when you least expect it.
GRANDMA INTERRUPTS YOUR FEED
We then partnered with influencers to take Grandma’s interruptions to the next level.
With just a few dollars and a dream, myself, our 80-year-old talent and a producer hopped into a car and visited the homes of influencers to interrupt their tried and true content.
Content shot & edited by influencers in their style.
GRANDMA BECOMES
MY BESTIE
Advertising’s most unique production results in our brand mascot becoming my friend for life
Social ads that don’t feel like ads…
Each social video starts out unbranded, recreating a common trope that you might find on your FYP. And then, just when you start to get into it…The Buddig Grandma interrupts to remind you to “Eat Your Buddig.”
GRANDMA GETS THE ASSIGNMENT
More fun from the @eatyourbuddig feed