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BtoB's Best Creative
Print Campaign (<$200,000)
Agency: Vantage-Point Marketing, Greenville, S.C.
Campaign name: “Henny Penny Math Ad Series”
Launch date: February 2013
Why we liked it: Henny Penny adds some visual magnetism to its print executions by setting some of its stainless-steel kitchen equipment against a striking red background. Having arrested the attention of foodservice operators across a spectrum of market segments, Henny Penny then offers a series of features and benefits. Decision-makers crave benefits and Henny Penny doesn't disappoint. Bulleted copy notes how a particular piece of equipment will save the operator money by improving storage capacity or allowing the operator to store food at a range of humidity levels. Henny Penny uses food items in each headline to form mathematical symbols as a way of underscoring how penny-wise it is to use its products that will produce a healthy return on investment.
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