Upside Foods makes cultivated chicken — real chicken grown from cells, not raised on a farm. The product is genuinely revolutionary. The marketing challenge is enormous.
THE BRAND
THE HARDER
PROBLEM
UNDERNEATH
Upside Foods should not lead with science. It should lead with feeling. Make people crave it, laugh at it, feel proud of it, or see themselves in it. Once the emotional connection is made, the product and technology can earn trust and understanding.
THE BRIEF
Make cultivated chicken feel like the most natural thing in the world — without ever explaining what cultivated chicken is.
Conceptual Spec Campaign / Self-Initiated GTM Exploration for Upside Foods
This is an independent portfolio concept and is not affiliated with or commissioned by Upside Foods.
Campaign Concept: "Living Its Best Life"
The idea is simple and ownable — the chicken is the character. Not a mascot, not a cartoon, rooster moving through real life human moments like it belongs there. Confident. Unbothered. At home.
Different Spots
The Kitchen: The rooster struts past abuela like he lives there. She doesn’t even flinch — just keeps cooking. Like he’s been wandering through her kitchen for years.
The Dorm Room: Rooster hops onto the desk next to the laptop, tilts his head at the screen, completely unbothered. The student casually slides the stir fry closer. The rooster eats beside him like a longtime roommate.
The Backyard: Rooster walks straight up to the grill master, stands next to him like a co-host. Someone hands the rooster a tiny pair of tongs. Nobody questions it. He’s clearly part of the family.
The Stadium: The rooster doesn’t explain. He doesn’t sell. He just shows up — at the tailgate, in the concession queue, over your shoulder as you unwrap the sandwich — and watches with the quiet confidence of someone who always knew this was where things were headed.
Strategy
The campaign is playful without becoming silly. It humanizes the product without mentioning science, technology, or sustainability.
By placing the rooster confidently inside familiar cultural moments, the campaign subtly communicates: this belongs here. This is normal. This is good.
The tagline lands with a wink: “Living Its Best Life.” The audience makes the connection themselves: the chicken is thriving because no animals were harmed — but the campaign never needs to say that explicitly.
That’s the power of the idea. The audience arrives at the meaning on their own.
My Role
Art Direction & Creative Direction, Copy Writing, Brand Strategy & Concepting, AI Video Generation & Post Production
Spot 1 — The Dorm Room
Late night college apartment, chopsticks, steam fogging up, someone working on their computer. Rooster hops onto the desk next to the laptop, tilts his head at the screen, completely unbothered. Student slides the stir fry closer to him.
End card: "Chicken living its best life."
Spot 2 — The Stadium
The rooster doesn’t explain. He doesn’t sell. He just shows up — at the tailgate, in the concession queue, over your shoulder as you unwrap the sandwich — and watches with the quiet confidence of someone who always knew this was where things were headed.
He becomes the product’s ambassador in the most literal sense. And because he treats the entire thing as completely normal, the audience does too.
End card: "Same bird. Better Story”
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