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projects

Guerrilla + Out of Home + Print + Promotional + Broadcast

A hoax for horses

Second Chance Horse Rescue

Second Chance Horse Rescue is a non-profit organization whose mission was to save horses from slaughter and then place them with loving families. Faced with such an important and daunting mission, Barefoot suggested that Second Chance take drastic measures. As such, Barefoot created an "ADDY® Best in Show" guerilla marketing campaign that heralded an allegedly new restaurant coming to town called Red Derby whose signature menu item was horse burgers.

The resulting public outrage dominated the airwaves and the web. The sheer amount of hate mail that the Red Derby website received was staggering. A few weeks in, the public was informed that Red Derby was a hoax. The stunt helped shed light on the plight of horses and raise awareness for Second Chance Horse Rescue.