food

Bob Evans Farms Enlists Country Music's Martina McBride

Bob Evans Farms has hired country music star Martina McBride to be featured in a TV spot and holiday season promotion. 

The partnership kicks off Sept. 11 when a 15-second spot from McCann Detroit featuring McBride and her new Chicken Potato Pot Pie Recipe began airing nationwide on cable and traditional broadcast TV. 

McBride is a great fit for Bob Evans because she is an American icon and the Bob Evans Farm brand is steeped in Americana, says Thyme Hill, VP of marketing at Bob Evans Farms.

“Plus, as a mom, a cook, an entertainer, she does it all,” Hill tells Marketing Daily. “Her core values match up well with ours: Martina believes family is the most important thing in her life and she loves to feed people as does Bob Evans. Martina has been a great partner and we have plans to work with Martina in the future.”

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Despite her intense schedule, McBride loves cooking and entertaining at home. That’s why she is teaming up with Bob Evans Farms to create two new comfort food recipes as part of the company’s popular Farm Fresh Ideas recipes collections. All recipes in the collection feature Bob Evans sides as ingredients for easy and delicious recipes that are minutes to the table. In addition, McBride has written tips to help make entertaining at the holidays easier and will be sharing her tips and recipes in New York in late October.

Bob Evans sides have been a secret of the busiest cooks for years, Hill says.

“They are not just sides; they are ingredients,” she says. “From using Bob Evans Original Mashed to make shepherd’s pie to adding our sweet potatoes to your family’s sweet potato pie recipe, starting with our sides makes cooking your favorite meals easier and much quicker. We wanted to highlight that in our commercial and, since Martina was creating recipes with our sides, we decided that would be a smart way to showcase how quick and easy Bob Evans sides can make any recipe."

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