WARNING by J. Walter Thompson San Juan for Chef Boyardee

WARNING

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Industry Baby Food
Media Promo & PR, Case study
Market Puerto Rico
Agency J. Walter Thompson San Juan
Copywriter Lixaida Lorenzo
Released December 2010

Credits & Description

Category: Best Use of Audio
Advertiser: CONAGRA FOODS
Product/Service: CHEF BOYARDEE
Agency: JWT SAN JUAN
Date of First Appearance: Dec 29 2010
Entrant Company: JWT SAN JUAN, PUERTO RICO
Vice President, Regional Creative Director: Jaime Rosado (JWT San Juan)
Copywriter: Lixaida Lorenzo (JWT San Juan)
Agency Producer: Noro Sebastián (JWT San Juan)
Agency Producer: Fernando Jurado (JWT San Juan)
Sound Engineer: Carlos Dávila (JWT San Juan)
Media placement: RADIO - SBS Network Radio Stations - PR - December 29, 2010

Insights, Strategy & the Idea
Chef Boyardee every kid’s favourite canned pasta, provides working mothers on the go the convenience of having an easy to prepare meal that kids never say no to. But mothers feel guilty when they serve their kids Chef Boyardee because they see it as an “unhealthy meal”. To attack this problem Chef Boyardee changed its recipe to include a full serving of vegetables. But kids hate vegetables, so if they found out that their favourite meal now has yucky vegetables Chef would lose its #1fans. We needed to inform mothers of the vegetables without kids finding out. Because our target was moms that worked and hardly were at home our main media was radio. The dilemma? Kids sometimes are in the car with their mothers. So we had to come up with a way to inform mothers about the full serving of veggies without it reaching their kids' ears.

Creative Execution
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).

Results and Effectiveness
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.