Michelina’s Grande
You've Got to Eat It to Believe It
To launch their biggest, tastiest, and most affordable frozen meals ever, Michelina's needed to communicate size, taste, and low price without sounding like every other value claim. So we found a family who believes in Bigfoot and aliens but refuses to believe a frozen meal this good could be this cheap—and challenged others to "defrost the lies" of this Big Frozen conspiracy.
Late Night TV
Like any good conspiracy, there are clues out there. You just have to know where to look. To wake up hungry late-night believers, we created a mysterious video with a message hidden in reverse—cheap ad buys, maximum intrigue.
Brainwashing Kits
Sent to select influencers to spread the truth about Big Frozen's lies.
Fake News
A free tabloid for free thinkers, placed in checkout aisles with coupons and the latest science behind Bigfoot's cheese allergy.
Digital & Social
