Cannes Lions

HEALTHY CHOICE MEALS

MEDIACOM, New York / CONAGRA / 2012

Film
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Overview

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OVERVIEW

Description

Branded entertainment has seen steady growth in the United States.

However, integration into TV shows and films is often a challenging process for brands. Not only is it difficult for brands to find an organic fit into the right show, it’s also tough to get their products in front of the right audience.Furthermore, brands have trouble finding the best opportunities to deliver on their business objectives. The allure of the brand often ends on screen, as TV integrations do not always lead to an increase in sales.To find an organic fit for Healthy Choice we looked to the most popular food show on television, Bravo TV network’s ‘Top Chef’. The show was an ideal way to reach our target consumer; 53% of them have watched an episode in the past month.The multi-platform campaign included an original web series, a season-long sponsorship, and multiple print and TV ads featuring our top culinary talent.We got in front of the right audience with the right platform but we wanted to take the partnership a step further. Therefore, we enlisted the chefs to not just endorse the food, but to help create it.

Execution

We launched with the five-episode web series, “Top Chef Healthy Showdown,” featuring popular former contestants competing in health-conscious cooking competitions.Next, we created an engaging online destination at BravoTV.com and HealthyChoice.com to showcase the web series and promote the partnership.Healthy Choice was presenting sponsor for all episodes of “Top Chef Season 9,” featuring dozens of verbal mentions, grand prize branding and in-show integration.For example, in one episode, contestants were tasked with preparing a healthy, delicious meal for Healthy Choice’s community food drive. The winning chef received $15,000 from Healthy Choice.We gave Healthy Choice culinary credentials that consumers could really sink their teeth into.

The winner of “Top Chef Healthy Showdown” and other “Top Chef” talent re-imagined an existing line of products. They created an all-new line of products available in stores across the United States. Print and TV ads featuring our “Top Chef” talent promoted the products.

Outcome

We did the unthinkable: we made frozen food into a culinary experience.Our partnership with Top Chef drastically improved consumer perception for Healthy Choice. Studies showed a 42% increase in consumers describing the taste of Healthy Choice as “great”, and shoppers voted it the 2012 Product of the Year in the frozen food category.More importantly, sales of Healthy Choice Top Chef Café steamers jumped an unprecedented 18.1%. In addition, although double-digit sales growth is difficult for CPG brands, our strategy improved all the product sales. Sales for the broader product line, Healthy Choice Café Steamers, increased by an equally impressive 11%.Our web series had over 300,000 views on video-on-demand, and we generated significant nationwide press coverage, including a non-paid in-show mention on top-rated talk show, ‘Jimmy Kimmel Live’.

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