The document summarizes an advertising presentation for the International Horsemeat Council. It outlines three potential advertising campaign concepts - "Taste a Champion", "The Majestic Meat", and some extra ideas. "Taste a Champion" plays on the misconception that horsemeat comes from racehorses and includes sponsorship of horse races. "The Majestic Meat" highlights the historical role of horses in human civilization. Extra ideas include a video game tie-in and a mobile app that lets users modify photos to include horses. The overall goal is to capitalize on recent media attention around horsemeat and reposition the brand.

1. The International
Horsemeat Council
"A Problertunity Awakens"
Advertising Presentation
March 2nd, 2013

2. Agenda
1. People are talking
2. Taking advantage
3. Creative possibilities

3. People are
talking
● Massive awareness in
social/traditional
media
● Several active
#hashtags

4. Taking advantage
● Brand swoon -->
brand boon

5. Creative
possibilities
Concept 1:
"Taste A Champion"

6. "Taste A
Champion"
The insight:
Many people falsely
believe that horsemeat
comes from racehorses.
Let's use that.

7. "Taste A Champion": billboard
FLAVOR THAT'S WORTH
RACING HOME FOR.
Taste a horse. Taste a champion.

8. "Taste A Champion": online banner ad
BET ON DELICIOUSNESS.
Taste a horse. Taste a champion.

9. "Taste A Champion": print ad (emotional angle)
IT DOESN'T HAVE TO END HERE.
Taste a horse. Taste a champion.

10. "Taste A Champion"
Sponsorship/Event Promo:
● Partner with leading
horse races, i.e. Kentucky Derby
● If you bet on a horse that dies
on the track, you get to eat
part of it for free
● Roll out to smaller race tracks,
building on brand buzz

11. Creative
possibilities
Concept 2:
"The Majestic Meat"

12. "The Majestic
Meat"
The insight:
Horses have a unique and
inspiring role in human
history, unlike any other
edible animal.

13. "The Majestic Meat": print ad
A KING RODE
YOUR BURGER
INTO BATTLE.
Horse. The Majestic Meat.

14. "The Majestic Meat": print ad
YOUR STEAK
ELECTRIFIED
THE WORLD.
Horse. The Majestic Meat.

15. "The Majestic Meat": print ad
YOUR SAUSAGE
STARRED IN EVERY
GREAT WESTERN.
Horse. The Majestic Meat.

16. "The Majestic Meat": interactive banner ad
SO WHAT'S IN A HORSE ANYWAY?
Roll over the banner below to find out.
Roll over to expand

17. "The Majestic Meat": interactive banner ad
BRAVERY.
It's a fact. Every chop,
flank, and skirt of horse
contains 100% more
bravery than over 980
chickens combined.
Horse. The Majestic Meat.
CLICK HERE
Horse. The Majestic Meat.
CLICK HERE

18. "Extra" Ideas
Thought-starters
& blue-sky thinking

19. "Extra" Ideas
Video Game Tie-In
● "Red Dead Redemption": Wild West epic, broadly
successful
● Likable main character kills, skins, sells, eats horses
● Could surprise avid players with real horsemeat
delivery, record on hidden camera, upload to YouTube
● Sponsored achievements
● Social sharing

20. "Extra" Ideas
"Horse Yourself" Mobile App
● Fun, low-involvement app lets users horse-ify any photo
● Relates to hot trend as noted by viral
aggregator Buzzfeed
● Feature "best" submissions on Pinterest
● "Winners" win horsemeat
● Social sharing

21. Thank-you.