Double Meaning

Syracuse, N.Y., shop Mark Russell & Associates put a new twist on some familiar taglines in a holiday campaign for a local hunger-relief agency.
The agency’s print effort for the Food Bank of Central New York alters phrases used by food trade groups to point out that many people cannot afford staple items.
“Got milk?” was transformed to “Don’t got milk?” “Pork: the other white meat” (shown here) is “The other white meat they can’t afford.” Beef is now “what’s not for dinner.”
The ads use the originals’ signature fonts, with text in white on black.
“The Grapes of Wrath-type shots have been mined to death,” said agency creative director Tom Merrick. “Putting a simple twist on [established] taglines makes an immediate connection.”
As a bonus, “We’re leveraging the media dollars of corporations far richer than us,” he said.
Food Bank executive director Tom Slater said the organization wanted a campaign that would catch people’s eyes and “distinguish us from other non-profits.” –Emily Fromm