PROGRESSIVE X DANNY TREJO
SMALL BIZ BATTLES

An action-packed, insight-driven B2B content series

Breaking Through the Noise

Yada, yada, yada. Superficial small business advice pollutes the internet, and most insurance brands just add to the pile. I pushed for a radical shift. Instead of trading in superficial tips, we created high-stakes entertainment that actually taught people how to run a business. We stopped making commercials and started making a documentary-style reality series.

The Venice Beach Hustle

We went down to Venice Beach, brought in Danny Trejo, and filmed the actual grit of the food truck hustle. We did not just sell insurance. We provided the real blueprint for surviving the startup phase. I led the execution to ensure the celebrity energy did not bury the practical business truth.

Real Tools for Real Entrepreneurs

To back up the entertainment, we built a digital hub full of startup kits and business tools that entrepreneurs actually downloaded and put to work. We proved that in a category full of noise, being the partner who actually helps is the ultimate differentiator.

The Results

Ranked as the highest performing small business content of the year for Progressive.
Thousands of business tool downloads.
Major lift in qualified insurance applications.

PROGRAM EXTENSION
National Restaurant Association Convention

The Trade Show Trap

Trade shows are typically where brands go to be ignored. At the NRA Convention, 65,000 professionals walk past 2,300 vendors. Most insurance booths are entirely invisible, offering nothing but dry handshakes and pamphlets. I completely rejected the safe strategy. To reach foodservice entrepreneurs, we had to be exactly as daring as they are. We stopped talking about avoiding risk and instead invited people to start taking some.

Serving Dares, Not Appetizers

I architected the Gastro Gauntlet. It was a hands-on food challenge set right in the middle of a sea of culinary giants. We did not serve appetizers. We served dares. The menu featured lutefisk, 100-year-old eggs, Rocky Mountain oysters, and chicken feet.

A Bold Brand in a Bold Industry

The gag factor worked perfectly. Even the most jaded foodies were deeply intrigued. We engaged thousands of decision makers who usually avoid insurance reps like the plague. By taking this calculated risk, we successfully moved Progressive from a boring line item expense to a true convention highlight.

The Impact:

Engaged thousands of culinary professionals and decision makers.
Transformed the brand perception from a safe insurance vendor to an experiential convention highlight.
Proved that a bold approach is the ultimate way to stand out in a bold industry.