MediaComConAgra, Healthy Choice Fresh Mixers “Working Lunch”http://biclients.com/extranet/sites/index.html
Finalist Consumer Packaged Goods
Is there anything duller than lunch at your desk? ConAgra realized that most desk-bound workers want something to look at while they scarf down that PB&J. So, they gave them
original online entertainment that tied to the company's Healthy Choice Fresh Mixers it wanted them to sub out for the PB&J. In partnership with MSN, it created live improv that played on
typical office tasks. Viewers had "agenda items" acted out. Even better for brand awareness, they sent "care packages" to friends. More than 3.5 million visits later, Fresh Mixers
has market share equal to half of the category leader: awareness reached 41% of the target group.
Kathleen Quinn, Managing Director; Jill Langan, Managing
Director.