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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