jennieo.com

JennieO.com was simply a corporate website when Proximity Minneapolis won the business earlier this year. The main page featured a photo of Jennie-O Turkey Store headquarters and the most in-depth section was about employment opportunities. It was a fantastic place for stockholders to hang out, but held little interest for the consumer.

In the summer of 2010, BBDO Minneapolis developed the delicious campaign Make the Switch, in which we challenge consumers to replace beef with lean turkey. Jennie-O opened a pop-up restaurant in Los Angeles and gave away hundreds of burgers to an array of satisfied eaters. So when Proximity got our hands on JennieO.com, we wanted to make mouths all over the country forget what that meat that comes from cows is even called.

Because you eat with your eyes and we were reshooting their entire recipe catalog, we had to give those recipes a large format to live in:

Recent consumer insight revealed: people no longer print out recipes, they bring a laptop or tablet into the kitchen. So we created a pop-up "Kitchen View" with large type, a photo of the process and a timer set to the approximate time it takes to complete each step. A timer? Because when you're handling poultry, the last thing you want to do is touch your screen to get to the next page.

And finally, Make the Switch now has a digital headquarters for people to view all the news from the Make the Switch team as they travel the country: