BUSINESS CHALLENGE

The assignment was to create an entertainment-based program that would help bring families together to share the dinnertime experience and generate social currency and positive talk value around STOUFFER’S Lasagna.

THE IDEA

The ‘During Dinner’ program follows a typical American mom, played by sitcom actress Jenica Bergere, on her quest to get the whole family to the dinner table. Designed as a microsite featuring a suite of content designed to engage both mom and her kids: funny videos, animated shorts, downloadable games, and a relatable comedienne host.

At the center of the program was a contest in partnership with ABC Family. The contest called on families to send in videos showing what they do during a typical family dinner. Three finalists were presented during a movie marathon airing ABC Family and viewers were prompted to vote for their favorite video. Several Grand Prize trips to Disneyland for family reunions were awarded.

The ‘During Dinner’ program was supported by both a digital media campaign and by traditional print and TV advertising.

RESULTS

1. •Over ½ billion impressions were delivered (significantly over plan goals) thanks to partnerships and publicity leverage (including a long segment placed on The View for very little cost, driving the highest traffic day to the DuringDinner.com site)
   

2. •Over 6 million minutes of content viewed, especially the comedic web series (“Meet Mom”) and the consumer generated contest videos
   

3. •Sales for Stouffer’s multiserve products exceeded plan goals for the program
   

PROGRAM ELEMENTS

1. •  During Dinner microsite
   

2. •  Videos designed to be easily emailed
   

3. •  Seeded with a group of 100 mom-fluencials
   

4. •  PR on ‘The View’
   

5. •  Digital media/banners
   

6. •  Print ads
   

7. •  TV spots
   

8. •  CGM video contest
   

9. •  Partnership with ABC Family
   

10. •  Placemat maker application for mom and kids