Owned by our client PRADCO, this brand of soft plastics was suffering at retail until relaunched with the name YUM under the leadership of Brothers & Co. Senior Vice President, Jeff Tolle. The packaging was completely redesigned and the brand's new persona was defined in print advertising and catalog. Success soon followed, and so did the line extensions. One of the most recent projects involved YUM's entry into the moldable trout bait category with Troutkrilla®. It's "Supercharged" with krill, plus a host of other proprietary ingredients, and guaranteed to "trigger monster strikes."
Troutzilla
The Troutzilla monster was born late one winter night in the drizzling rain. A looming deadline and the charge to "do whatever you want" for the client's sales meeting video proved to be the demise of millions of innocent trout fishermen. The hugely successful sales meeting video was produced in the spirit of an old horror movie, and this thinking drove the print and the ensuing television campaign. All segments of the effort combine vintage horror flick visual elements with a highly detailed monster mask dreamed up and handcrafted by the late Dave Powell of Bigguy Creations special effects.
Dock of the Dead
New YUM Troutkrilla triggers a feeding frenzy of horrific proportions. In this instance, a father and son settle in for a day of bonding and are reduced to a slab of molten putty.
Shore Lunch
Open up a jar of Troutkrilla, and Troutzilla will open up a can of carnage on your hindquarters.
Beach Bait
A family goes fishing and Troutzilla throws himself a barbecue.
