soy kick

Young & Laramore creative director Charlie Hopper recently discovered that the Radio City Rockettes were milking an Indianapolis Starbucks dry of soy milk with their frequent orders for grande soy chais.

The Indianapolis agency decided to try to whet the appetites of the famous New York dance troupe for the products of one of its clients, Nature’s Entrée, which makes a line of soy-based microwavable meals. The agency sent a gift package containing one of the entrées to each of the 24 Rockettes, in town for a holiday tour.

A holiday card created by Y&L art director Pamela Kelliher and copywriter Dave Neham kin accompanied each entrée. The card featured an image of a dancer’s long leg. Copy flowing down the leg reads, “Being a Radio City Rockette requires dedication, stamina, resilience, endurance … and, according to the people at Starbucks, one hell of a lot of soy milk.”

“They were happy [with the gifts from Y&L], considering they had four performances on a Saturday and couldn’t break away for lunch,” said Ann Beriault, Y&L’s group director.