There’s No Escaping Dinner Dread in this New Campaign from VML with Stouffer’s as the Delicious Solution for What to Make at the End of a Long Day
By thenewyorkegotist / /
Nestlé brand Stouffer’s has launched one of its biggest integrated campaigns with a new tagline: “When the Clock Strikes Dinner.” The campaign, created by VML New York, revolves around Dinner Dread, that plan we start to think about at around 4 p.m. every single day. What are we in the mood for? What’s in the fridge? Do I really feel like making dinner at all?
Stouffer’s new campaign highlights this universal tension – and positions their meals as the delicious solution. Just like Dinner Dread, the campaign will be impossible to avoid. Driving down the street, flipping through a magazine, listening to music, and checking sports scores online, consumers will do a double take, as the Stouffer’s fake print and OOH ads appear as “real” ads for things like perfume, razors, and jewelry, but with everyone’s question of the day, as the headline: “What’s for dinner?”
VML partnered with fellow WPP agency OpenMind for media takeovers in Atlanta, Cleveland, Dallas, DC, Indianapolis, Tampa and LA including digital out-of-home which are timed to go live during prime Dinner Dread hours, 4-6 pm in each respective market. This week’s issues of People and US Weekly feature 4 consecutive ads in a row for Stouffer’s disguised as typical ads for their category followed by the solution- Stouffer’s.
“We turned an age-old question “What’s for Dinner?” to a cultural moment of Dinner Dread to create one of our biggest integrated campaigns in years,” said Megan McLaughlin, Senior Brand Manager at Nestlé. “As consumers encounter our campaign flipping through a magazine, commuting to work or listening to music on Spotify, we hope they will be inspired to add Stouffer’s to their cart and stock their freezers and know there’s always a solution for dinner.”
See the work here:
Homeward: https://www.youtube.com/watch?v=E-O7JPETa_M
Wednesday Walk: https://www.youtube.com/watch?v=PIuN-OU3DVU
Client: Nestlé
Brand: Stouffer’s
Campaign Title: When the Clock Strikes Dinner
Credits
Agency: VML New York
Creative
Chief Creative Officer: Rosie Bardales
Executive Creative Directors: Dominic Al-Samarraie, Niraj Zaveri & Justin Ebert
Creative Directors: Crystal Deuel, Elliott Graham
Account
Melissa Krimm: Executive Director/NA Client Lead
Ashton Palmieri: Account Supervisor
Strategy
Daryl Giannantonio: Executive Strategy Director
Tom Dietrich: Strategy Director
Production
Production Agency: Hogarth Worldwide
Executive Producer: Danielle Meena
Post Producer: Jennifer Frangella
Account Director: Tanya Madorsky
Edit House: Whitehouse
Editor: Vee Pinot
Production Company: CHROMISTA
Director: Marcelo Burgos
Client – Nestlé Stouffer’s
President, Meals Division: Tilman Moe
VP, Marketing: Nate Hill
Snr. Brand Manager: Megan McLaughlin
Communications Manager: Cailin Gibbons
Brand Associate: Dana Rossman
Integrated Producer: Gilda Zevallos
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