• by Karlene Lukovitz  @KLmarketdaily, May 2, 2012

Lawry’s latest twist on helping moms get their kids to try new meals is an online “Dinnertising” platform. The tool allows moms to create custom, animated commercials about what they’re cooking for dinner and send them to their family. 

The brand is promoting the tool -- billed as an “advertising agency” for bringing new flavors to families --through paid integrations on “The Rachael Ray Show” throughout the summer.

Moms can use Dinnertising.com to choose from among numerous recipes featuring Lawry’s seasonings, marinades and other products, pick an animated theme designed to appeal to kids, insert their own family photos if they desire, and send the creations to family members (and friends) via Facebook, Twitter or email.

In each of the five show integrations, Ray introduces the Dinnertising concept and interacts by Webcam with a mom who has created one of the ads. The first installment (part of a live show) showed a mom and dad talking about their struggles with getting their kids to try new meals and flavors, followed by her demonstrating how she created her Dinnertisement, and her kids’ delighted reactions at seeing themselves featured in an animated video. 

Other, prerecorded vignettes featuring moms, their Dinnertisements and mealtime tips from Ray and Lawry’s will be integrated (one per month) during prerecorded shows that air during the summer hiatus months. Each will be featured for a time on the show’s home page. The show’s site also carries a large standing ad unit that clicks into a Dinnertisement area where users can view the latest Ray/mom video and click to connect with the tool. 

Ray tweeted about Dinnertising during the first video’s airing. Lawry’s also will be running an advertorial insert in Everyday With Rachael Ray magazine, and promoting the tool on its own Facebook and Twitter accounts and as part of its presence at this week’s Mom 2.0 blogger conference in Key Biscayne, Fla., reports Nurisha Rush, business director, Grillmates & Lawry’s for McCormick & Company.

“Lawry’s and Rachael Ray are a great fit, because we’re both all about helping time-pressed moms create quick, delicious dinner solutions,” says Rush. “Dinnertising.com serves that mission, encourages moms to try our recipes, and at the same time lets Lawry’s reach out to consumers in a fun, new way.”

The Dinnertising campaign was created by Lawry’s digital agency of record, RGA. Weber Shandwick is handling PR. 

Last year, Lawry’s introduced a Digital Dinner Bell (still available on its site). Through a free, downloadable Android app, moms can use their mobile phones to pick a Lawry’s recipe and send the family a “dinner’s ready” alert by SMS, Facebook or a personalized voice mail.