Stouffer’s, the renowned frozen food brand, is stepping into the realm of dinner anxiety with a captivating integrated campaign set to coincide with the Olympics. Inspired by the concept of ‘dinner dread’, Stouffer’s aims to address the uncertainty that often arises around 4 p.m. when people struggle to decide what to have for dinner. With a fresh tagline, ‘When the Clock Strikes Dinner’, the brand offers a solution to this daily conundrum, presenting creative and easy-to-prep meals that can save the day.
A Campaign to Relieve Dinner
Recognizing the daily struggle faced by on-the-go consumers, Stouffer’s has launched one of its most comprehensive integrated campaigns in years. By partnering with WPP’s VML New York, the brand brings forth ‘When the Clock Strikes Dinner’, a campaign that aims to alleviate the anxiety that surrounds the dinner hour. With media buys strategically timed to capture the attention of hungry consumers, Stouffer’s employs digital out-of-home (OOH) placements, Spotify activations, and surprising print ads that masquerade as promotions for other products like perfume.
Rescuing Hungry Souls in Unexpected Ways
Stouffer’s campaign features captivating commercials titled ‘Homeward’ and ‘Wednesday Walk’. These spots depict individuals going about their day when suddenly, as the clock strikes 4 p.m., they are bombarded with the haunting question, ”What’s for dinner?”. The commercials ingeniously showcase Stouffer’s as the hero, offering easy-to-prepare meals that save the day. The ads will receive significant exposure during the Olympics, providing a large platform for the campaign’s message.
In addition to the commercials, Stouffer’s surprises hungry consumers with unexpected print ads. These ads, cleverly disguised as promotions for other product categories like jewelry and apparel, carry the repetitive refrain of ‘What’s for dinner?’ This tactic catches readers off guard, creating a memorable impact and reinforcing the campaign’s core message. Similarly, the brand’s digital out-of-home (OOH) strategy takes a creative approach. Billboards resembling typical razor ads, highlighting product characteristics, instead ask the question, ‘What’s 4 dinner?’ This engaging twist adds an element of surprise to capture the attention of passersby.
Final Thoughts
Through the campaign, Stouffer’s has crafted a strategic and captivating exercise of creativity to address the common dinner dread experienced by many. By presenting easy-to-prepare meals as a solution, the brand aims to inspire consumers to add Stouffer’s to their shopping carts and stock their freezers, knowing that there is always a reliable dinner option available. As consumers encounter the campaign across various touchpoints, from flipping through magazines to commuting and listening to music on Spotify, Stouffer’s seeks to provide reassurance and convenience, reminding individuals that dinner doesn’t have to be a source of stress.
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