Backchannelmedia

Backchannelmedia

DRTV campaign reminds viewers that High Plains bison is both healthy and delicious

FAIRFIELD, IA â€" In a decade in which scolding authors reach best-seller status by denigrating America’s meal choices, selling select bison cuts seemed at first glance a big challenge. But once High Plains Bison explained the quality of its healthy and flavorful product line, Hawthorne Direct enthusiastically agreed to design a Short Form direct response television campaign, currently in full roll-out.

High Plains Bison’s two-minute spot seeks not only to remind America’s families of bison’s traditional place on our tables, it also tackles the misperception that red meat is unhealthy. Because High Plains bison is a low-fat, high-protein and hormone-free product, it’s a welcome addition to most people’s diets. The spot proves this point clearly by explaining that High Plains Bison’s filets and top sirloin cuts are certified heart-healthy by the American Heart Association.

According to Hawthorne Direct’s Chairman and Executive Creative Director Tim Hawthorne, the chief mission for this spot was to clarify facts. "While we convey product information in all of our spots, clarifying basic facts is especially important in this campaign. Many people don’t know much about bison, and they might need a nudge to give it a try. But once they do, High Plains has discovered it gets lots of repeat business."

The Hawthorne creative team designed the spot to impact consumers on three levels. Clarifying bison’s health benefits was simply a matter of listing the facts: it has less fat and more protein than beef; it’s high in iron and Omega-3 fatty acids; and it’s lower in sodium and cholesterol than a skinless chicken breast.

The important health-related content left little time for traditional testimonials, so the spot’s producers provided a series of visual cuts to depict first-hand the pleasure that bison delivers to people who serve and consume it. The clips also illustrate the meat’s versatility, prepared as burgers, steaks and chili.

Perhaps the most critical factor behind the campaign’s success is its outstanding offerâ€"a sampler package that’s 40 percent off High Plains’ regular price. "The sampler’s a good buy to begin with," said Hawthorne. "But the big discount makes it almost irresistible. Kind of like the bison, in fact."

For complete information about High Plains Bison, including health benefits, cooking tips, and descriptions for its full line of products, see www.highplainsbison.com.

Hawthorne Direct is a one-stop, full-service Integrated Response Solutions advertising agency, offering creative, production and media buying services in Long Form Direct Response Television (DRTV), Short Form DRTV, Digital, Direct Mail and Print. Celebrating over 20 years of award-winning advertising excellence, Hawthorne Direct is a founding member of the Electronic Retailing Association (ERA), and a valued member of the Direct Marketing Association (DMA) and the DMA Broadcast Council.

For more information about Hawthorne Direct, visit www.hawthornedirect.com.

Hawthorne Direct 300 N. 16th Street Fairfield, IA 52556 (641) 472-3800 X 122 Karla Crawford Kerr Senior Account Executive