Cannes Lions

READY MEALS

BOB HELSINKI, Helsinki / SAARIOINEN / 2006

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Strategy:Saarioinen, Finland's largest ready meals producer, wanted to chance the negative view on pre-packaged foods. The campaign is based on the idea that Saarionen ready meals are prepared by women factory workers who are also mothers, and therefore suggests that Saarioinen ready meals have been prepared by real mums.

Film Synopsis:We see a group of female factory workers. Every one of them is holding a picture of their children in their hand.

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