You BUBBA Believe It

BUBBA burger, the #1 branded frozen burger in the U.S., is flipping the script on frozen food with its first brand campaign from recently appointed AOR Familiar Creatures.

The burger brand has long been a hit with consumers, but flown somewhat under the radar when it comes to marketing and advertising.

Its first campaign from Familiar Creatures, “You BUBBA Believe It,” expects to change that. The new brand platform kicks off this month with an out of this world launch spot.

The :30 piece stars two of the universe’s “weirdest” inhabitants — an alien and a yeti— discussing an even weirder concept for the modern world: BUBBA frozen burgers are made with no fillers, no compromise, just premium beef.
Titled “Unbelievable Lunch,” consumers are introduced to two roommates, a mythological yeti and alien, who converse over the yeti’s lunch; an eye-catching, done-up Bubba Burger.

It’s so tantalizing it prompts the alien to ask what it is. The answer is simple: it’s the only burger on the market made using 100% USDA Choice Chuck, and nothing else. As the concept may suggest, that’s weird. Also: hilarity ensues.

Crafted with top-tier production value, the spot leans into a fresh comedic tone for BUBBA and the category, but one that’s very familiar for Familiar Creatures. The agency has developed a reputation for humorous work that gets results, developing irreverent, buzzworthy campaigns for brands like Duke’s Mayo and Crunch Fitness.

“We loved working with Familiar Creatures,” said Elizabeth Rice, BUBBA burger Brand Manager. “Even though we're the #1 frozen burger brand, they really brought their challenger brand approach to the work to help us stand out even more in grocery."

The spot also has an impressive production story. The work was directed by Chris Woods and brought to life with Spang TV, who helped enlist A-level costume designers and makeup artists to bring these characters to life on film. In addition to the launch spot, the brand is also rolling out the brand platform across digital, social, and elsewhere.

“The simple truth is that BUBBA burgers are simple… which is exactly why they’re so good,” said Dustin Artz, co-founder of Familiar Creatures. “And in a world that’s full of fillers and flavor boosters, we just kept thinking about how strange it is that they’ve stayed, well, the opposite. Enlisting some unbelievable characters to lean into that strangeness just felt like a fun, unique way to hammer that point home and get people talking.”

The new look, feel and tone is bold for the category, using simple, clean design and centering the messaging on the brand’s simple product and delicious taste.