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 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: “Cult in a Can” is an Old Bay-sponsored Hulu mockumentary that will take viewers on a journey through Maryland - one distinct region at a time. With an intentionally over-the-top and dramatic tone, we will meet an array of fictional “cult members” that will each, in some way or another, exemplify some of the more well-known stereotypes about either Maryland Residents or Old Bay fans in general. While the goal is to capture this in a humorous fashion, the show will also pay tribute to the diverse culture of the old line state, and will honor the affinity for Old Bay by highlighting a unique recipe in each episode. The recipes will later be used as cross-promotion across social media.
Experiential: “Burning Crab”
Through a combination of Reddit forum clues, grocery aisle end cap stands, and national viewership through the “Cult in the Can” documentary. Viewers and participates will be rewarded with a weekend “Burning Crab” food festival event. In conjuncture with the Maryland tourism board an organized seafood boil will take place sponsored by Old Bay. Culminating in the lighting and razing of a giant crab effigy.
