The Ask:
Increase trial and incremental purchasing in the Southwest for Marie's frozen foods.
The Solution:
We created a truly integrated campaign under the curious question What's in Marie's Kitchen? TV, print, and a mobile tour were all adapted to follow our lead and positioning.
The Details:
We asked ourselves, where is the heart of every home? The kitchen, of course, and there's no better place to gather of course than Marie's kitchen. We created a promotional partner site that welcomed consumers into Marie's warm and inviting kitchen for a chance to win a Kitchen makeover and thousands of cooking.com prizes. When entered, UPC codes from the packaging allowed users to open the kitchen cabinets to see if they were lucky winners. The hunt and pec-style environment increased traction and let them explore other areas of the room, revealing new products and cooking tips.
ConAgra Brands, Marie Callender's "What's in Marie's Kitchen?
The Ask:
Increase trial and incremental purchase in the Southwest for Marie's frozen foods.
The Solution:
We created a truly integrated campaign under the curious question What's in Marie's Kitchen?. TV, print, and a mobile tour were all adapted to follow our lead and positioning.
The Details:
We asked ourselves, where is the heart of every home? The kitchen, and there's no better place to gather of course than Marie's kitchen. We created a promotional partner site that welcomed consumers into Marie's warm and inviting kitchen for a chance to win a Kitchen makeover and thousands of cooking.com prizes. UPC codes from packing were entered allowing users to open kitchen cabinet to see if they were lucky winners. The hunt and pec style environment increased traction and let them also explore other areas of the room revealing new products and cooking tips.
The concept came to life in a few loose sketches I created to sell in the approach. We then used these as a guide for the overall look and feel of the 3-D environment and the sustainable base site.
