Rayberns
Attended weekly meetings with a Senior Art Director from TBWA\Chiat\Day LA and a Brand Strategist from Zambezi, along with mentees in Art Direction and Strategy, to develop a creative campaign deck for a presentation to recruiters.
Background
In the endless sea of frozen options, the number one frozen Philly steak brand, Raybern's, is looking for a way to stand out.
Insight
There is more behind consumers than meets the eye.
Solution
Consumers will learn how Raybern's is 'More Than a Sandwich' by understanding that there's more to the people who consume these sandwiches, and there's more to the time it takes to make Raybern's products.
Trailer
Surprisingly Soft
Surprise! Raybern’s is known for their bakery soft bread, but most people don’t know that. Let’s help people understand that there’s more to Raybern’s sandwiches than meets the eye. We’ll pair people perceived to have tough exteriors but who are really softies at heart, along with our Raybern’s bakery-soft sandwiches.
Show off your soft side
Both sides of the ball
PR HEADLINE:
Travis Hunter: University of Colorado Boulder’s Dual-Threat with a $1.8M NIL Deal Showcases Strength and Softness with Raybern's.
LOGO
The commercial starts with a quick montage of Travis Hunter's on-field highlights on ESPN.
Narrator VO: From MaxPreps Georgia Player of the Year to dominating the field...
Travis Hunter is truly dynamic
Travis places a Raybern’s sandwich in the microwave and walks off to change, leaving the sports world behind for a moment.
Travis Hunter: ooo you know what time it is.
He returns, now in a Care Bear onesie, embodying comfort. The microwave dings just in time.
As Travis takes his first bite, the door bursts open. His friends rush in, not in sports gear but in an array of colorful onesies, each holding a Raybern’s sandwich.
Friend 1: Did you really think you'd enjoy those 57 receptions alone?
Friend 2: Or get all comfy without us?
The group shares a laugh, sitting down in a circle, creating a cozy and relaxed atmosphere.
Travis, now at the center of his friends, raises his sandwich, leading a toast.
Travis Hunter: Here's to showing all sides. Strength, softness,
and the joy of a good meal.
Everybody: Raybern’s - Surprisingly soft.
LOGO
Discovering more with Raybern's
A Raybern’s sandwiches takes 90 seconds to make. But what are people doing during those 90 seconds? Nothing?
Let’s give the people something to do. We’ll create a daily content series where each video is 90 seconds. The perfect amount of time to fill the void. These fun bite-sized videos will cover diverse topics from life hacks to trivia, entertaining people while they wait.
Out Of Home
90 seconds offers an endless amount of possibilities
How about we learn and discover more
LOGO
Video starts with the influencer sitting at their piano at home.
Influencer: Hey, music lovers! If you've been scrolling through your feed, you've definitely heard buzz about Drake's fire new album and I've got a treat for you.
Influencer: Teaming up with Raybern's, we're diving into 'What Would Pluto Do'—one of the hottest tracks off the album. Let's get those vibes going and learn this tune together!
Influencer stands, pops a Raybern's sandwich into the microwave, and then returns to the piano.
Influencer: While our Raybern's heats up, let's break down the song. It's all about emotion and simplicity. I'll guide you through the chords and melody, making it super easy to follow along.
Influencer demonstrates the key chords slowly, focusing on hand placement and timing, ensuring it's easy for viewers to mimic.
Influencer: Got those chords? Great! Now, let's add in the melody. It's okay to start slow. Feel the music, let it flow through you.
Influencer stands, pops a Raybern's sandwich into the microwave, and then returns to the piano.
Influencer: Music connects us, fuels our creativity, and hey, so does good food. Big shoutout to Raybern's for making this session possible. Don't forget to share your progress with me. Tag your videos with #WhatWouldPlutoDo and #RaybernsRhythms. Can't wait to see your renditions!
learn with your 90 seconds
More Fun
Rayberns Bakery's soft bread brings you the comfort you've always desired in a sandwich. Now, let's enhance this comfort by introducing something you can not only enjoy, but also cuddle with. How about a sandwich pillow for those snuggle-worthy moments? With Raybern's, comfort is not just in the eating—it's in a pillow!
Summer's just around the corner, and with your Raybern's tote bag stocked with a water bottle and sandwich holder, you’re to seize every moment, whether it's a beach day or a picnic.
EXTRAS
