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marie callender beckons consumers to 'savor' meals
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marie callender's is presenting mealtime as a respite from the day's worries in a campaign themed "time to savor" that portrays the brand's products as comfort food.
the campaign promotes two new varieties of items which the conagra foods frozen meals brand launched this summer. fresh flavor steamers boast popular cuisines like asian, american and mexican, while bakes tap into consumers' love of comfort food, albeit with a modern twist.
the first uses a proprietary, tray-in-a-tray steaming technology which sibling brand healthy choice first introduced on its café steamers line in 2007. (the invention has since been a hit for conagra.)
bakes, meanwhile, contain a new microwavable tray that allows for the products to be heated evenly, so there are no burnt or cold spots. the products retail for $2.99 and $5.69, respectively.
countering the idea of mealtime as a rushed—yet necessary—ritual, new fresh flavor steamers ads running this week show a group of late-night office workers gathered around the kitchen table indulging in a home-away-from-home meal.
the spot opens with a voiceover asking consumers to "set down your pencils" and to "step away from the internet" to enjoy their food. new marie callender's fresh flavor steamers are "steamed to perfection in minutes, giving the fresh flavors and textures of a homemade meal," the voiceover says. it concludes with the tagline: "time to savor."
an ad for bakes, similarly, contrasts an empty dinner table with a scene of a woman spreading a tablecloth and setting down napkins. "even from the microwave, they still taste like homemade," the voiceover says, referring to the brand's new baking tray.
agencies ddb, san francisco, mediacom and bridge worldwide handled creative, media buying and digital duties, respectively.
jennifer freeman, brand director on marie callender's, said the campaign taps into the insight that "somewhere along the line in our busy, time-pressed lives, we've forgotten about the pleasure and comfort of a good, sit-down meal."
freeman said that pleasure "is really what marie callender's is all about," citing the brand's founder, a woman who started a business selling pies to friends and then restaurants. (conagra acquired the brand in 1994.)
likewise, the brand is also tapping into the comfort foods trend by highlighting meals such as scalloped potatoes and ham and vermont white cheddar mac and cheese in advertising for bakes.
in its research, the packaged-foods company found that consumer preference for comfort food is still relatively high, and even more so in an economic downturn. research showed that americans weren't just looking for foods that reminded them of their childhood, but they wanted more time to savor it as well, conagra said.
the message is, "there is no agenda to a well-crafted meal," freeman said.
the campaign also includes radio, interactive, pr, social media and in-store elements. it follows a larger push by conagra to expand the microwavable and steaming—or patented cooking portion—of its shelf stable and frozen foods business, especially as more consumers eat at home or pack lunches in a downturn.
according to the npd group, a market research firm which tracks eating habits, microwave usage actually spiked 10 percent last year, the most noticeable lift over the last 30 years.
that was mainly due to a ramp up of new, steamed frozen foods from the major consumer goods companies in recent years, said harry balzer, chief industry analyst with npd.
in addition, 25 percent of u.s. households—or one in every four families—are likely to steam something over the course of two weeks, and conagra's latest efforts are certainly tapping into that trend, balzer said.
Source :fpc.unl.edu
Date :
29
August
2010
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the nescafé plan contains a set of objectives which will help nestlé further optimize its coffee supply chain. in addition to the chf 200 million invested over the past ten years, nestlé will invest chf 500 million in coffee projects by 2020. this includes an investment of chf 350 million for the nescafé plan and chf 150 million for nespresso. the rainforest alliance, an international non-governmental organization, will support nestlé together with other partners of the sustainable agriculture network (san) and the coffee association, 4c, in meeting the nescafé plan objectives related to farming.
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erisa is the federal law that sets minimum standards for health plans in private industry to protect individuals covered under these plans. \"my wife had a kidney transplant two years ago. when coke cancelled our health care, they cut off her anti-rejection medication. this shows me that coke doesn\'t care about its employees,\" said bill mauhl, a 34-year coke employee, who works in the company\'s production facility in bellevue.
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q\'sai was put up for sale earlier this year by owners daiwa corporate investment, the private equity arm of daiwa securities, and buyout firm polaris capital group. private equity firms carlyle group, unison capital and cvc capital had also shown interest in the deal, sources familiar with the situation told reuters. coca-cola west said it would pay 35.9 billion yen ($421 million) for the equity of q\'sai, and a total of 63.
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the deal is expected to enhance george weston\'s presence in the north american bakery market. the transaction is, however, subject to us regulatory approval. george weston president, w. galen weston, commented: \"i am very pleased to welcome keystone bakeries and the employees of freed\'s, granny\'s and heartland to the weston group. the combination of keystone bakery and weston\'s baking operations in the united states and canada will allow us to better serve our customers in the north american sweet baked goods sector.
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nestlé, the world’s biggest buyer of coffee, will invest more than half a billion us dollars (chf 500 million) in a wide-ranging plan, endorsed by the rainforest alliance, that will address responsible farming, sourcing and consumption across its coffee supply chain. nestlé, which purchases around 780,000 tonnes of green coffee a year, or 10 per cent of the world’s supply, unveiled the nescafé plan in mexico city today.
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‘a carlton, please!’ is a phrase that’s still shouted across every bar in every hotel in australia. the carlton was one of six breweries that united to form the company we know today as cub (foster’s), yet we still call it carlton. this book is about the carlton brewery and the breweries in melbourne that became part of it. it focuses on the people who struggled to develop a quintessential australian beer.
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review of performance (quarter 2, 2010 vs quarter 2, 2009)the group registered a turnover of rm 1.1 billion, 13.9% higher than the same period last year. domestic and exports, both performed well and contributed to the encouraging second quarter performance. locally, the quarter saw many marketing activities and new product launches leveraging on improved economy and consumer sentiment. overall, the businesses performed well in this quarter with a special mention of nestle liquid drinks and chilled dairy which achieved strong growth.
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* says may seek a partner to join bid for carrefour assets in southeast asia because the company needs financial support to join the bid, its senior finance executive told reporters * says seeking partners is among several options for its plan to bid for the southeast asian operations of the french retailer with estimated value of $1 billion; no further details about the bid * plans to raise investment budget to invest in a tissue paper manufacturing plant in vietnam and expects to realise revenue from the plant by the fourth quarter .
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Coca.Cola
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PEPSI
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Mcdonald
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Nestle
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Mars
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Baskin & Robins
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Nutrika
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Mumika
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Chika
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