When Con Agra foods undertook a trial launch for their new line of frozen meals featuring innovative steam-in-bag packaging that allowed for meals that both looked and tasted fresh, they turned to Plan B to develop the entire campaign.
From the clever product name and eye-catching packaging to in-store tactics like floor stickers to a Garden Party Sampling Tour of farmers markets, to a Microsite, to TV and print ads, we created a holistic brand identity and accompanying campaign that combined forward-thinking tactics with traditional advertising principles.
To emphasize how favorably the meals compared to freshly prepared dishes, our sampling tour visited farmers markets, and we strategically placed in-store promotions in the produce department. And thanks to our fresh thinking, the test launch of Twist & Sprout was an unqualified success.
Aaah… Don’t you just love that new brand smell?