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Kerker Marketing Communications executives felt the agency needed to respond in a way complimenting Buca di Beppo’s outrageous style when sending in its proposal for the restaurant chain’s $4 million advertising account.
Executives at the Minneapolis agency placed their response in the mouth of a roast baby suckling pig, with a sign reading “Eat. You’re nothing but skin and bones.” The pig was then delivered to Buca di Beppo marketers atop a little red wagon.
The ploy worked.
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