in helping boar’s head reverse their declining market share, we discovered through research that moms wanted to gain control over their spouses’ and kids’ poor lunchtime eating habits. so, to help both moms and boar’s head, we decided to own the concept of the brown bag lunch and came up with a novel guerilla campaign that plays on the real insight that some people have a tendency to abscond with tempting foods left unguarded in office refrigerators. accompanied by tv, print, radio and guerilla tactics, our brown bag campaign was incredibly successful in achieving our goal of owning the brown bag lunch and increasing market share.