How should low-budget brands utilize their marketing and advertising resources? Is spending millions on traditional media the right approach? What advantages can new media channels offer for brands?

In today’s article, we’ll explore the creative efforts and widespread impact of low-budget brands that start with the phrase, “But our budget is tight.”

The rise of modern media tools has shifted the perception that a “big” campaign requires an equally large idea and budget—a notion that was valid for previous generations. Today, big ideas paired with small budgets can make millions talk about your brand, regardless of its size. And this is achieved by brands with limited advertising budgets, often spending a fraction of what is typically allocated for traditional media.

The secret to this success lies in well-thought-out strategies and creative ideas executed on emerging platforms.

1.Subservient Chicken

The Subservient Chicken website, created by the CP+B advertising agency in 2004, was launched to promote Burger King’s latest chicken menu.

At the center of the experience was a man in a peculiar chicken costume standing in a room. Visitors to the website could simply type a command on their keyboard, and the chicken would obediently perform the action. Through the amusing and interactive behavior of the Subservient Chicken, Burger King conveyed the message: “Have your chicken your way.”

This low-budget campaign drew over half a billion visitors to the Subservient Chicken website. With minimal investment, the site became a symbol of viral marketing within the industry. It is said that many clients started expressing their desire for their own “Subservient Chicken” campaigns after witnessing its success.

2. Miami Homeless      

A homeless shelter in Miami wanted to launch an advertising campaign to collect donations for the homeless. However, they didn’t have the budget for expensive TV commercials. The CP+B advertising agency found a creative solution by turning ordinary shopping carts, trash cans, and park benches into advertising tools.

They placed signs on shopping carts labeled “Closet,” on benches labeled “Bed,” and on trash cans labeled “Kitchen.” Below these single-word headlines was a poignant message: “If you’re homeless, the world looks different.”

This highly effective campaign stands as one of the best examples of how impactful and creative work can be achieved with a limited budget.

AND 1 

The CP+B advertising agency developed a plan for AND 1, a budget-conscious sports shoe company, to turn an unknown street basketball player into a “superstar.”

Under the name AND 1 Mixtapes Vol., the company released 17-minute tapes showcasing basketball tricks and moves that had never been seen, even in the NBA. These tapes quickly spread and were shared among people, creating a viral sensation.

Without relying on traditional and expensive advertising, AND 1 became one of the leading brands in the basketball category.