ConAgra Foods’ Manwich® Brand Launches New TV Campaign Promoting Full Serving of Vegetables
October 23 2009 - 12:38PM
Business Wire
ConAgra Foods’ Manwich® brand announced this week a new
television advertising campaign promoting the full serving of
vegetables found in each serving of Manwich. A standard quarter-cup
serving of Manwich Original contains a half-cup of vegetables,
making it easier for consumers to get their recommended five
servings of vegetables and fruit each day.
The new television advertisements mark Manwich’s first new
creative campaign in three years and the first time Manwich has
aired 30-second units. Prior television ads were limited to 15
seconds. In December, the new “full serving of vegetables” message
will also appear on packaging. Although Manwich has long held the
No. 1 spot in the sloppy joe category, the new strategic message
requires a deeper communication with the target consumer, said
Sandra Williams, brand director at ConAgra Foods.
“Past advertising for Manwich focused on fun family mealtimes.
From our consumer focus groups, we learned moms had misconceptions
about Manwich’s nutritional value,” Williams said. “The objective
of the new campaign is to increase the usage of Manwich within our
growth target by promoting the full serving of vegetables strategic
messaging and encouraging moms to feel good about serving Manwich
to their families more frequently.”
The series of three commercials, developed by DDB San Francisco,
carry the tag line “Manwich. Meat Your Vegetables.” All of the
lighthearted spots feature a young girl who is dressed as a Manwich
for a school play while her classmates are dressed as vegetables.
She touts the wholesomeness of Manwich to her classmates and
family. The media focuses on key cable networks that are relevant
to the brand’s target, such as USA, Lifetime and TLC. The
commercials are also available on YouTube titled Manwich "Sloppy
Joe Girl" Commercial and Manwich "School Play" Commercial.
Manwich is a brand of ConAgra Foods, Inc., (NYSE: CAG), one of
North America’s leading food companies, with brands in 97 percent
of America’s households. Consumers find Banquet, Chef Boyardee, Egg
Beaters, Healthy Choice, Hebrew National, Hunt’s, Marie
Callender’s, Orville Redenbacher’s, PAM, Peter Pan, Reddi-wip and
many ConAgra Foods brands in grocery, convenience, mass merchandise
and club stores. ConAgra Foods also has a strong
business-to-business presence, supplying potato, other vegetable,
spice and grain products to a variety of well-known restaurants,
foodservice operators and commercial customers. For more
information, please visit us at www.conagrafoods.com.
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