On-Cor Frozen Foods is unveiling an entire brand overhaul, including menu changes and packaging redesign, all backed with a national advertising campaign to raise its visibility.
As On-Cor's AOR, Blue Chip Worldwide was responsible for the
entire creative execution, though the agency did partner with Graphidea to execute the redesigned packaging to better reflect nutritional content.
The advertising campaign pivots away from traditional “bite and smile” creative in favor of a more "playful portrayal" of dinnertime reality. One TV spot shows a harried mom conducting a science project with her children while the On-Cor meal bakes in the oven. The message positions the brand as an “always easy, always satisfying and always ready” solution for “one of those nights.”
Have a look here.
The ad campaign launches this month, concentrating on the five major metro markets for TV in which On-Cor sales are strongest, including Chicago, Boston, Cleveland and Pittsburgh. National support includes Facebook, as well as a company website, redesigned with a newly introduced store locator tool.
In addition, On-Cor will introduce digital programs targeting 11 markets.
Also a Shopkick campaign -- running through March -- will focus on six markets. This digital promotion will offer “kicks" or rewards for picking up the On-Cor product and scanning the actual product.
Another Shopkick branding component, called Lookbook, will introduce a scrollable series of slides/images to encourage further consumer engagement and brand awareness. It will leverage "the time in between putting On-cor in the oven and the entrée being ready to eat," says Elizabeth Bleser, vice president, digital strategy, Blue Chip Worldwide.