ConAgra Foods Canada Inc. is helping consumers say goodbye to boring meals with the launch of an integrated marketing campaign promoting its new line of VH Thai Market Sauces.
The sub brand was developed in response to the increasing popularity of Thai flavoured dishes, and the need for family friendly meal options, said Tony Angelucci, brand manager for VH Sauces.
According to Angelucci, 40% of consumers say they are preparing the same meals every week, while one in five are making two meals per day (one for them, and one for their kids). Thai cuisine is ranked fourth in terms of popularity (behind Italian, French and Chinese), he added.
The new line is aimed at moms with kids and principal meal preparers in the 30-plus demo, said Angelucci.
Launched yesterday, the effort includes 15- and 30-second TV spots from Leo Burnett that use the new brand tag line: “Open the Possibilities.”
The 30-second spot shows a selection of kids unimpressed with the meals their moms have cooked. They avoid eating the meal by feeding it to dogs and hiding green vegetables in household plants.
The new line will be featured on various reality TV programs and French Canadian cooking shows like Meet the Wilsons and Tout Simplement Clodine. Promotional spots and billboards will air during each broadcast.
“The whole intent is to get product placement so that we’re really communicating the whole family friendly recipes and products,” said Angelucci.
All creative elements, including online ads, drive consumers to online (VHSauces.com) where they can search easy meal options.
The effort also includes in-store sampling sessions, coupons, live demonstrations and a recipe booklet with new meal ideas for moms. The in-store materials were developed by OSL Marketing, while Starcom handled the buy.
