Speaking from the consumer’s point of view about what matters to them the most. Ditroën created a series of retail campaign concepts to encourage eating great natural meat and cheese without apology. Applegate Brands has the pedigree to be the definitive purveyor of delicious food you can trust. A long standing, proven history of sustainable farming and providing for animal welfare has helped change the meat we eat. Not the kind of company to rest on their laurels, Applegate continues to find new and better ways to shift the meat paradigm. This concept direction makes a disruptive and humorous connection to the consumer through their heart and stomach.


strategy, concept, design intent, photography art direction, copywriting


Leslee Dillion (copywriter)