White Castle came to us and needed an April Fools social campaign to join in on the April 1st fun. Knowing most people tune out to brands on April 1st, we needed to make something that people took notice of in the clutter, but also read as tongue in cheek. White Castle is known for having tasty slider paddies that have 5 tiny holes in the paddy. Our idea poked fun at this and we insinuated that we’d sell burgers with one big hole. Less meat and therefore, lighter. The reaction on social media was humorous.

Client: White Castle
Agency: Lafayette American
Partners: White Castle
Role: Creative Director