News Release
ConAgra Foods' Manwich(R) Brand Launches New TV Campaign Promoting Full Serving of Vegetables
New Creative Marks First Time Brand Has Used 30-Second Commercials
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
“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
Manwich is a brand of
Photos/Multimedia Gallery Available: http://www.businesswire.com/cgi-bin/mmg.cgi?eid=6081765&lang=en
Source:
ConAgra Foods
Becky Niiya, 402-240-5312
becky.niiya@conagrafoods.com
www.conagrafoods.com
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