Not your New Year’s resolution.

The classic January campaign needs to be reinvented.

January is about change. But most New Year’s resolutions only last until February.

So, in connection with the Simple Feast campaign in January, we turned the classic January message on its head. We told people that we are not just a New Year’s resolution. We are hungry for change. The campaign was shown on TV, print, outdoor, online, and on social media.

The meal boxes were sold out in January.