- Stouffer’s is leaning into the anxiety people experience attempting to work out dinner with an integrated campaign that can appear through the Olympics, per details shared with Marketing Dive.
- The concept was inspired by what the brand terms ‘dinner dread,’ or the uncertainty that tends to creep up around 4 p.m. around what to eat for dinner. Stouffer’s offers an answer to the issue in creative that contains a latest tagline, “When the Clock Strikes Dinner.”
- Media buys, including digital out-of-home (OOH) placements, are timed to catch people because the dinner dread hour strikes. A Spotify activation and print ads masking as placements for other products, like perfume, also vie for a component of surprise.
Stouffer’s is addressing a day by day conundrum for on-the-go consumers with what the Nestlé-owned brand is looking certainly one of its biggest integrated campaigns in years. WPP’s VML New York handled “When the Clock Strikes Dinner,” a title that can also be the prepared frozen meals marketer’s latest tagline.
In spots “Homeward” and “Wednesday Walk,” people going about their day see the clock strike 4 p.m. and are suddenly hounded by the query of “What’s for dinner?” from passing construction employees, babies in strollers and even static billboards and garden gnomes. Stouffer’s involves the rescue with easy-to-prep meals. The ads will run through the Olympics, giving them a big stage.
Additional media buys seek to catch hungry consumers off guard similarly to what happens to the characters within the commercials. Stouffer’s is taking on this week’s problems with People and Us Weekly with 4 consecutive ads posing as promotions for other categories, like jewelry and apparel, but carrying the refrain of “What’s for dinner?” Digital OOH has the identical creative bent: One billboard is modeled on a typical razor ad breaking out product characteristics, but as an alternative of boasting of 4 blades, the copy reads, “What’s 4 dinner?”
VML worked with sister WPP agency OpenMind on the outdoor strategy, which is able to see ads go live in Atlanta, Cleveland, Dallas, Washington D.C., Indianapolis, Tampa and Los Angeles within the window between 4-6 p.m., or when Stouffer’s believes dinner dread takes hold.
“As consumers encounter our campaign flipping through a magazine, commuting to work or listening to music on Spotify, we hope they will probably be inspired so as to add Stouffer’s to their cart and stock their freezers and know there’s all the time an answer for dinner,” said Megan McLaughlin, senior brand manager at Nestlé, in a press release.
Stouffer’s campaign mirrors a recent one from rival Oscar Mayer across the Kraft Heinz brand’s thick-cut bacon and its 12-hour smoking process. Ads showing the salt-cured pork sizzling on a grill end before shifting to seemingly unrelated commercials for lip gloss and men’s razors which might be eventually revealed to still be for Oscar Mayer.
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