We identified a consumer tension point around the dread that happens every night at dinner time. People are hit with the same all-encompassing, inescapable thought “What’s for Dinner?”. Recognizing the 4 p.m. panic that grips countless households, Stouffer's tackled it with a multi-channel, time-precise campaign serving their delicious meals the solution to dinner dread.
What’s for Dinner? Takeover
Recognizing the 4 p.m. panic that grips countless households, Stouffer's tackled it with a multi-channel, time-precise campaign
客户
- Stouffer’s
办公室
- New York
The frozen meals category and Stouffer’s were down YoY - being hit hard by inflation and the proliferation of choice now that the world has returned to pre-pandemic consumer behavior and spending.
To gain back share (and then some) we needed to get consumers to buy one more Stouffer’s meal by making Stouffer’s THE solution to dinner dread tonight.
We identified a real tension point that 99.9%* of adults deal with every night. People are hit with the same overwhelming, all-encompassing, inescapable thought, “What’s for Dinner?” This is an emotional and angst-ridden moment for consumers, so we named it 'dinner dread', and set out to make Stouffer’s the solution to it.
*Unspecified number, but pretty spot on.
The Stouffer’s "What’s for Dinner? Takeover" aimed to tackle the pervasive question head-on with a multi-channel, time-precise media campaign to reach consumers when they’re thinking about dinner. We surrounded millennial families and boomer consumers when they are thinking about, planning, and preparing dinner around 4 p.m. (peak dinnertime in the US is 6:19 p.m.)
Recognizing the panic that grips countless households, we set out to intrinsically tie Stouffer’s to being the solution to "What’s for dinner?"...tonight.
Digital OOH roadblocks and Spotify ads were synced to follow consumers throughout their drives. The Meta and NextDoor digital assets turned Stouffer’s into a tasty, easy dinner solutions to order for dinner tonight. And primetime TV reinforced Stouffer’s as the delicious choice for individuals, and families. In every media instance we served up Stouffer’s as the delicious solution for dinner tonight.
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Press
Stouffer’s tackles the dreaded ‘What’s for dinner?’ question in hilarious new ad campaign
The Drum
Babies, Gnomes and Cats are Asking ‘What’s for Dinner?’ in Stouffer’s CampaignAdweek
Stouffer’s tackles meal-planning anxiety with ads dispelling ‘dinner dread’Marketing Dive
Stouffer's ads answer the dreaded question: What's for dinner?Ad Age
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