To introduce Soy Vay, Clorox’s line of asian/hebrew themed sauces and marinades to the south eastern market, their only ask was to do something big that would make a big splash. We decided to launch a chicken into space. In Nashville.
Working with fabrication company FigurePlant, we designed the world’s first oven capable of cooking chicken outside of the earth’s atmosphere. And on the ground in Nashville, we partnered with a local food truck to develop an all-new Soy Vay space themed menu to celebrate the launch.
On launch day, the A Pollo ’13 lift off and retrieval was live blogged on Instagram streamed to a media event in downtown Nashville which featured food, bands, and a live radio broadcast from local stations. The event was also supported by outdoor advertising, in-store supermarket signage and a radio campaign.
