Meet BUBBA

BUBBA burger is the #1 frozen burger in the US. And for good reason – their memorable name and freezer-to-grill convenience has made them a staple of grocery stores everywhere. But after decades of success, they found themselves losing share to private label and grocery store ground beef. Brand loyalists were starting to thin, and BUBBA needed a way to get themselves back on the map.

Re-gaining Ground. Beef.

Through stakeholder interviews, a brand workshop, and secondary research, we learned that above all else, BUBBA values quality. They think people deserve the best, and they never cut corners on expenses. For starters, they use 100% USDA Choice chuck beef with zero fillers – a claim that no other burger brand can make. Even their founder, Walter “Bubba” Eaves, took seven whole years to perfect the beef grinding process alone. Quality is embedded into BUBBA’s DNA, and they had yet to tell that story as loudly as they needed.

You BUBBA Believe It

So we got to concepting and eventually arrived at their new brand platform: You BUBBA Believe It. For the first time in their history, BUBBA would have a fully ownable way to communicate their unbelievable quality. With the tagline in tow, plus a refined look and feel that takes cues from their timeless packaging, it was time to turn a quality message into a memorable one.

Bringing the Unbelievable to Life

Partnering with our friends at Spang TV and legendary director Chris Woods, “Unbelievable Lunch” conveys BUBBA’s unbelievable quality with two equally unbelievable characters: a yeti and an alien. Using practical makeup and prosthetics, we inserted big Hollywood visuals into a small, passive aggressive roommate moment to create a scene that’s equal parts absurd and authentic. All laddering up to the notion that BUBBA burgers are so good, even mythical creatures struggle to believe it.

On paid social, we released our yeti into the outside world with bite-sized videos that turn summer grilling into something unbelievable. In a consumer test by Zappi consumer insights, "Security Cam" ranked in the top 20% of U.S. ads for short-term sales impact and generated a 34% purchase uplift.

On digital, our messaging focused on quality to plant BUBBA's flag as the best frozen burger on the market (even if that means taking shots at other patties in the process).

So when all is said and done, did the campaign pan out like we hoped it would?

You BUBBA Believe It.

In a category under pressure with rising beef prices in addition to soaring grocery bills, BUBBA continues to lead the pack. By the end of peak grilling season after the campaign launched, total U.S. dollar sales were up about +6% and units are up about +3% year-over-year.