Jimmy Dean

As part of my coursework, I was asked to create a campaign for Jimmy Dean.

Ask:

Change Jimmy Dean's perception of that from a breakfast food to an all-day food.

Insight:

Consumers want to eat healthy, but do not have the time to cook from scratch and societal pressure makes them feel guilty for resorting to frozen snacks.

Idea:

Show 22-28 year-olds that adulting is hard enough – unplanned moments, missed meals, and choosing convenience are all signs you’re adulting right. Jimmy Dean lets you be a "Guilt-Free Adult".