Lawry's Promo, Case study LAWRY'S DINNERTISING by R/GA New York

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LAWRY'S DINNERTISING

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Industry Spices & Condiments
Media Promo & PR, Case study
Market United States
Agency R/GA New York
Executive Creative Director Taras Wayner
Creative Director Christian Behrendt, Andrew Eaton, Leif Abraham
Copywriter Arye Dworken, Rebecca Schepps
Producer Ting Xiao, Angela Esmilla
Released March 2011

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: LAWRY'S
Product/Service: DINNERTISING ONLINE
Agency: R/GA
Visual Designer: Alvaro Masa (R/Ga)
Account Director: Andrea Lennon (R/Ga)
Technologist: Andres Taraciuk (R/Ga)
Creative Director: Andrew Eaton (R/Ga)
Producer: Angela Esmilla (R/Ga)
Copywriter: Arye Dworken (R/Ga)
Technologist: Chris Volk (R/Ga)
Creative Director: Christian Behrendt (R/Ga)
Technologist: Jonathan Solarz (R/Ga)
Technologist: Katrina Bekessy (R/Ga)
Creative Director/Digital Studio: Kirill Yeretsky (R/Ga)
Creative Director: Leif Abraham (R/Ga)
Ecd And Cg/Motion Supervisor: Mark Voelpel (R/Ga)
Account Director: Patti Kim (R/Ga)
Associate Creative Director/Copy: Paul Malmont (R/Ga)
Copywriter: Rebecca Schepps (R/Ga)
Art Director/Digital Studio: Robertino Zambrano (R/Ga)
Interaction Designer: Shashank Raval (R/Ga)
Executive Creative Director: Taras Wayner (R/Ga)
Producer: Ting Xiao (R/Ga)
Media placement: Website - Online - 28 March 2011

Summary of the Campaign
Moms are busy. It’s challenging enough just getting a tasty, healthy dinner to the table. Introducing new recipes and flavors to the family is above and beyond. McCormick spice brand is here to help.

Dinnertising Inc. is open for business—an ad agency just for moms. She simply visits Dinnertising online, browses the savory recipes, picks one, and Dinnertising creates a custom commercial about dinner to whet the family’s appetites.

The Flavor Calls feature has operators standing by for dinner advice. Flavor experts even make personal calls to family members about tonight’s dinner. Thanks to Dinnertising, moms have a partner in bringing new flavors to the dinner table.

The Situation
Moms are busy. It’s challenging enough just getting a tasty, healthy dinner to the table. Introducing new recipes and flavors to the family is above and beyond. McCormick spice brand is here to help.

Dinnertising Inc. is open for business—an ad agency just for moms. She simply visits Dinnertising online, browses the savory recipes, picks one, and Dinnertising creates a custom commercial about dinner to whet the family’s appetites.

The Flavor Calls feature has operators standing by for dinner advice. Flavor experts even make personal calls to family members about tonight’s dinner. Thanks to Dinnertising, moms have a partner in bringing new flavors to the dinner table.

The Goal
Moms are busy. It’s challenging enough just getting a tasty, healthy dinner to the table. Introducing new recipes and flavors to the family is above and beyond. McCormick spice brand is here to help.

Dinnertising Inc. is open for business—an ad agency just for moms. She simply visits Dinnertising online, browses the savory recipes, picks one, and Dinnertising creates a custom commercial about dinner to whet the family’s appetites.

The Flavor Calls feature has operators standing by for dinner advice. Flavor experts even make personal calls to family members about tonight’s dinner. Thanks to Dinnertising, moms have a partner in bringing new flavors to the dinner table.

The Strategy
Moms are busy. It’s challenging enough just getting a tasty, healthy dinner to the table. Introducing new recipes and flavors to the family is above and beyond. McCormick spice brand is here to help.

Dinnertising Inc. is open for business—an ad agency just for moms. She simply visits Dinnertising online, browses the savory recipes, picks one, and Dinnertising creates a custom commercial about dinner to whet the family’s appetites.

The Flavor Calls feature has operators standing by for dinner advice. Flavor experts even make personal calls to family members about tonight’s dinner. Thanks to Dinnertising, moms have a partner in bringing new flavours to the dinner table.

Execution
Moms are busy. It’s challenging enough just getting a tasty, healthy dinner to the table. Introducing new recipes and flavors to the family is above and beyond. McCormick spice brand is here to help.

Dinnertising Inc. is open for business—an ad agency just for moms. She simply visits Dinnertising online, browses the savory recipes, picks one, and Dinnertising creates a custom commercial about dinner to whet the family’s appetites.

The Flavor Calls feature has operators standing by for dinner advice. Flavor experts even make personal calls to family members about tonight’s dinner. Thanks to Dinnertising, moms have a partner in bringing new flavors to the dinner table.

Documented Results
Moms are busy. It’s challenging enough just getting a tasty, healthy dinner to the table. Introducing new recipes and flavors to the family is above and beyond. McCormick spice brand is here to help.

Dinnertising Inc. is open for business—an ad agency just for moms. She simply visits Dinnertising online, browses the savory recipes, picks one, and Dinnertising creates a custom commercial about dinner to whet the family’s appetites.

The Flavor Calls feature has operators standing by for dinner advice. Flavor experts even make personal calls to family members about tonight’s dinner. Thanks to Dinnertising, moms have a partner in bringing new flavors to the dinner table.