Stouffer’s During Dinner

CHALLENGE
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.

SOLUTION
‘During Dinner’ was the entertainment-based program we created and 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. 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.

RESULTS

Over ½ billion impressions were delivered (significantly over plan goals) due 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).
Over 6 million minutes of content were viewed, especially the comedic web series (‘Meet Mom’) and the consumer-generated contest videos.
Sales for Stouffer’s multiserve products exceeded plan goals for the program.

PROGRAM ELEMENTS

During Dinner microsite
Videos designed to be easily emailed
Seeded with a group of 100 mom-fluencials
PR on ‘The View’
Digital media/banners
Print ads
TV spots
CGM video contest
Partnership with ABC Family
Placemat maker application for mom and kids