When Blue Runner Foods was working on its marketing plan for 2019 the thought was to create another brand campaign. Brand Society’s Managing Partner – Troy Cox – had another idea. Because of the suffering in our community as a result of Covid-19 and all Blue Runner is doing and has done in the past for those in need, Troy told Blue Runner’s President Ricky Thomas and Vice President of Operations Katie Thomas, “It’s not about us right now. This is an opportunity to showcase our longstanding relationship with Second Harvest.”
It wasn’t hard to convince them.
By donating more than a million meals to Second Harvest since the Covid crisis began, and by setting a goal to donate at least 1 million more, Blue Runner proves it’s there for the community, not just on Mondays, but every day of the week. What’s more, they’ve been donating food to Second Harvest Food Bank since Katrina.
In August, Brand Society began production of a multi-media campaign “Nothing Beats Louisiana” which features four TV spots, out of home and digital advertising. Chief Creative Officer/Partner Mike Rainey, Art Director Joel Luna and Copy Chief Lori Archer-Smith worked with Troy, Director of Operations JD Thomas and Account Executive Ainsley Nunez to make it happen. And Brand Society’s social team led by Jennifer Beaver delivered stellar work as usual.
We’re proud to announce that the campaign was produced locally – another way Blue Runner is supporting the community. The memorable music track features local musicians whose livelihoods have suffered as a result of Covid-19.
The spots were produced by the always extraordinary team at Fire on the Bayou, directed by Louis Koerner, and featured music by Oscar-winning writer/composer Donnie Markowitz, Grammy-winning musician and producer Shane Theriot, world-renown drummers Shannon Powell and Doug Belote, and famed score engineer Misha Kachkachishvili.
“We’re honored to work with a brand that really walks the walk,” Troy said. “This is truly meaningful creative we can all be proud of.”
