To make sure kids did not hear the news we simultaneously aired two different radios spots on two different sister radio stations of the same parent company. On the station, that was #1 in ratings among our target audience, we aired a spot that talked about the full serving of vegetables. On the other station, we aired a spot with a jingle that did not mention the vegetables. When the mother was listening to her favourite station and the radio spot with the vegetable message was about to air she heard a very serious warning that told her that the following message was not suitable for children. So if her kids where in the car she was invited to change the station to the radio station that was airing the jingle (that didn’t mention the vegetables).

Because in our country radio has a penetration of 92% among women and we used a top rated station among our target we achieved a reach of 36.7 %.But thanks to our unconventional use of the media kids didn’t find out Chef Boyardee now has a full serving of vegetables.