Part of Golden Bison's effort to market bison was to launch a line of pre-packaged diet meals using bison, among other low-fat proteins, as a key ingredient. This line of meals, snacks, beverages, breads and other ingredients together made up the PlainSmart diet. A website, brand print and online advertising supported this effort. We also designed a custom-built, refrigerated, frozen, and dry-shelf retail kiosk to carry PlainSmart and other Golden Bison brands.
During key times of the year we would remind people to begin their diet, by taking the PlainSmart pledge – a promise to yourself to eat healthier and tastier foods in a realistic and therefore achievable manner. Aside from print and digital advertising, key to this program was the PlainSmart Pledge mobile app, a way to track, support, encourage and execute your PlainSmart diet.
Agency: VSA Partners; CDs: Straus, Alan Spindle; AD: Straus; CWs: Alan Spindle, Joshua Koenig (website) Spencer Steevenz (app); Designers: Julie Adams, Shawna X; Package Designs: Dan Knuckey, Katherine Walker
