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Chef Boyardee Positions Itself As 'Secretly Nutritious'

  • Brandweek, Tuesday, August 17, 2010 10:45 AM
If sugar is sugar, I guess whole grain pasta is whole grain pasta, too, whether it's boiled up al dente in the pot or poured out of a can. In any event, that's the message of a new print and TV campaign by Chef Boyardee, Elaine Wong reports, that carries the tagline, "Obviously delicious. Secretly nutritious."

In one spot for the ConAgra brand, dad is surprised to discover that his Whole Grain Beefaroni contains "whole grain pasta." Mom tells him to "zip it" or else their daughter and her visiting pal will "never eat it." But of course they will. Then there's the microwavable Chef Boyardee meals that have a "full serving of vegetables" and are positioned as a "wholesome snack."

"Moms don't feel all that great about what's in the can because they don't understand it," says Brent Guinn, brand director of shelf stable convenient meals at ConAgra. To clue them in, ConAgra is also running print ads that use images of kids hugging vegetables. Spending on the campaign will be "substantially more" than what the company has historically spent on the brand.

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