During Dinner: Stouffer’s

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.

OPPORTUNITY

Stouffer’s Lasagna was looking to not only increase sales, but to be the meal that helps bring families together – to share the dinnertime experience and generate social currency and positive talk value.

THE IDEA
‘During Dinner’ is an entertainment-based program designed as a microsite that featured a relatable comedienne host, played by sitcom actress Jenica Bergere, along with a suite of content to engage both mom and her kids: funny videos, animated shorts, and downloadable games. The storyline followed a typical American mom on her quest to get the whole family to the dinner table, and was supported by both a digital media campaign and by traditional print and TV advertising.

A contest in partnership with ABC Family, calling on families to send in videos showing what they do during a typical family dinner, was at the center of the program. The three finalists aired during a movie marathon on ABC Family, and viewers got to vote for their favorite video. Several Grand Prize trips to Disneyland for family reunions were awarded.

1. •Over ½ billion impressions delivered (significantly over plan goals) as a result of 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 content minutes viewed, especially the comedic web series (‘Meet Mom’) and the consumer-generated contest videos
   

3. •Sales for Stouffer’s multi-serve products exceeded plan goals for the program

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