Old Bay: A Cult in a Can.
Observation: Marylanders are vocal about putting Old Bay on everything, no matter how unusual the combination is.
Tension: People outside of the region rarely own it with the same cult-like reverence, even if they like it.
Insight: Marylanders aren’t risking judgment; they’re insulated by community. Outsiders lack that same element of permission.
Idea: We invite them in directly by confirming their suspicions. Old Bay really IS a cult, and we’re looking out-of-state to recruit. In the midst of their recruitment efforts, one brave out-of-state filmmaker has partnered with Hulu to investigate with their cult documentary: A Cult in a Can.
Collaborators: Michael Tutko (Art Director)
Print/Experiential: “Join Us” Brochure
Cult pamphlet parody to “indoctrinate” readers and lead to a CTA, directing them to view the Hulu partnership series, “A Cult in a Can”.
OOH: Grocery Display
Brochures will be placed on top row of dedicated display unit in “out-of-state” grocery aisles.
Branded Content: Parody documentary show in partnership with Hulu. Featuring the distinct regions of Maryland with episodes focusing on “characters” from the region. Ending on real Old Bay dishes and recipes.
