Animals adapt.
That’s according to a new ad campaign recently launched by The Star Group for Jevic Transportation.
The Cherry Hill, N.J., shop’s new print and direct-mail effort for the client shows penguins, a hedgehog and an octopus, each in separate executions, touting the motor carrier company’s heated shipping service.
Ads also show facts about each animal, such as the emperor penguin’s tendency to sit on its egg to protect it from freezing. The new tagline for the Delanco, N.J., client is: “Instinctively right.”
Said Rick Ender, executive creative director, “This campaign is designed to break through clutter. This [campaign] symbolically represents what they do.”
The campaign is running nationally at least through the end of year in publications such as CMA News and Chemical Week. Follow-ups are planned, said Ender. Spending is undisclosed.
Art director Patrick Bosak, copywriter Kevin Couch and group creative director Tracy Donofry worked on the campaign.
“The laws of nature always suggest that adaptability is a good thing,” said Ender.
–Simon Butler