The Insight:
ButcherBox is dedicated to being a force for good in the meat industry. We’re challenging outdated, harmful practices and believing in better—for the animals, the farmers, the environment, and consumers.
The selected campaign is built on a simple premise: if you ask a child to draw a cow, they will never, ever put it in a feed lot. As a child, the decisions we make and conclusions we draw are the purest ones of our lifetime. They’re uncomplicated and unburdened by agendas. This spot takes a childhood figure we all know in Old McDonald and introduces a new generation with a new mission.
“Young McDaniel Had a Vision”
[Young girl at dinner table, scribbling enthusiastically in sketchpad.]
VO (enthusiastic, middle-school-age girl): Yes, Old McDonald had a farm. But, Young McDaniel had a vision.
[Screen warps into an animated world. We’re in the young girl’s drawing.]
[music is upbeat and energetic]
VO: And in that vision, there were cows grazing green pastures
[Pan over to pigs gleefully rolling around in mud.]
VO: Pigs doing, well, pig things
[Pan over to chickens strolling out of their barn. Cut to turkeys racing each other down green pastures.]
VO: Chickens and turkeys roaming free-range
[Cut to fishing boat bobbing in pristine waters. Fisherfolk are casting a net into the sea.]
VO: Young McDaniel had a vision that took her to the sea
[Cut to salmon swimming upstream, popping up above the water. A salmon winks at the camera.]
VO: Where the fish thrived, and fisherfolk harvested sustainably.
[Cut to group of people outside in a beautiful, woodsy area. They’re sitting around a bonfire, chatting and eating.]
VO: And everyone got to eat delicious, nutritious food.
[Cut back to unanimated world. Young girl is finishing her drawing. She looks up into the camera, showing us her vision on paper.]
VO: Young McDaniel had a vision, and it includes you.
[Cut to title card. ButcherBox logo. Animated cow, chicken, turkey, and pig walk onscreen and congregate around the logo]
VO: ButcherBox, Meat the Future.