I Fear She Ate
Hungry-Man Frozen Meals Campaign
Project Info
Brands love a quick diversity moment. They’ll slap on inclusive messaging or tweak packaging, but it’s usually surface-level and temporary.
I Fear She Ate parodies that. This women’s history month, Hungry-Man suddenly “discovers” that women also want filling, convenient meals and launches a limited-edition Hungry-Woman line as the fix. It plays up the absurdity while pointing to real gender bias in the CPG space.
Insight
Brands often confuse visibility with genuine support.
Audience
Women ages 18-34 who want an easily accessible, satisfying meal.
Objective
Expand Hungry-Man's consumer base to include women, driving awareness and trial among female audiences while maintaining brand equity with core male consumers.
Art Direction
Packaging
Visual Identity
3D Modeling
Publication
Motion Design
Social Media
Ai
Bari Elliot, Art Director
Thatcher Moses, Copywriter
Hungry-WoMan PR Boxes
A PR package sent to influencers containing one Hungry-Woman Limited Edition meal. Each PR box contains a zine with Hungry-Woman's I Fear She Ate manifesto.
![29314752_2205_w023_n001_2454b_p1_2454 [Converted].png](https://static.wixstatic.com/media/6fe807_9f947e0085444f27ac576d1d2862a66a~mv2.png/v1/fill/w_980,h_518,al_c,q_90,usm_0.66_1.00_0.01,enc_avif,quality_auto/29314752_2205_w023_n001_2454b_p1_2454%20%5BConverted%5D.png)
OOH
Hungry-Woman Focus Group
Social and commercial content of a real-life diverse group of men and women in the grocery store are each given two samples—one from standard Hungry-Man packaging and one from Hungry-Woman packaging. Participants are filmed tasting both and reacting to the packaging before being told the meals are identical.
