Orkin’s latest head-turning campaign

• Orkin partnered with celebrity chef Richard Blais to create “Bug Bites,” a digital film featuring dishes made from culinary-grade insects
• The campaign targets homeowners through food culture and sustainability messaging rather than traditional angles
• PMPs can apply similar strategies by repositioning expertise into unexpected content that reaches new customer demographics

Taking bugs from ‘yuck’ to ‘yum’

Orkin just served up one of the boldest marketing moves in recent pest control history. The company’s new “Bug Bites” campaign features celebrity chef Richard Blais preparing a five-course meal using culinary-grade ingredients such as ants, crickets, mealworms, tarantulas and scorpions, alongside Orkin Technical Services Manager Ian Williams, BCE, CWCP, PCQI.

This isn’t your typical pest control marketing. Instead of focusing on elimination, Orkin shifted its messaging while showcasing scientific expertise in an entirely new context.

Orkin’s history of bold marketing moves

This isn’t Orkin’s first venture into unconventional advertising territory. The company has a decades-long record of campaigns that push boundaries and generate buzz.

Most notably, Orkin’s “Fake-Out” campaign (2000) featured what appeared to be normal TV commercials until cockroaches crawled across the screen, fooling viewers into thinking real bugs were on their televisions. The campaign was so realistic that some people threw objects at their TVs.

Going back further, Orkin pioneered pest control advertising with “Otto the Orkin Man” animated TV spots in the 1950s, featuring a spray-can cartoon character battling animated pests.

Reaching younger generations

This campaign specifically targets younger homeowners who might not respond to traditional pest control advertising. By connecting with food culture and environmental consciousness, Orkin is building brand awareness with demographics that value sustainability and authenticity.

Lessons for PMPs

1. When planning your marketing strategies, think beyond your immediate industry. Expertise in pest biology, property maintenance or integrated pest management could translate into content that appeals to broader audiences interested in home improvement, sustainability or health topics.
2. Partner strategically. Orkin’s collaboration with a celebrity chef creates credibility and entertainment value that would be impossible to achieve alone. Consider partnerships with local contractors, property managers or environmental groups.
3. Use your technical knowledge differently. Instead of only talking about pest problems, showcase your expertise in areas customers didn’t know you served. Topics like building science, environmental health, or sustainability practices are potential topics that don’t get the shine they deserve.

More about Orkin Pest Control

Founded in 1901 by Pest Management Professional (PMP) Hall of Famer Otto Orkin (Class of 1999), Atlanta, Ga.-based Orkin is a leader in pest control services and protection against termite damage, rodents and insects. Orkin has 358 owned-and-operated branch offices and 47 franchises in the U.S. The company, owned by Rollins Inc., also has international franchises and subsidiaries in Canada, Europe, Central America, South America, the Caribbean, the Middle East, Asia, the Mediterranean, Africa and Mexico. Gary Rollins, Rollins’ Executive Chairman Emeritus of the Board, is also a member of the PMP Hall of Fame (Class of 2012).

More About Jackson Spalding

Jackson Spalding is an award-winning agency known for integrating public relations and marketing strategies to help clients build their brands, protect their brands and capture demand. Jackson Spalding drives reputation and revenue for brands like Chick-fil-A, The Coca-Cola Company, Delta Air Lines, L.L.Bean, Norfolk Southern and Orkin, among others. Founded in 1995, the independent agency serves local and global clients from its offices in Atlanta, Dallas, Los Angeles and Athens, Ga.