• by Fern Siegel , 6 hours ago

The new campaign for Amy’s Kitchen, the organic food company, is the first in a decade.

The $860M-plus brand just launched “Amy’s Night Off,” a campaign that tackles the chore of cooking dinner. To drive its message home, it enlisted actress-comedian Amy Sedaris. The three offbeat spots focus on how to make dinner easier -- and to afford more time for hobbies, such as the miniature obsession featured in “Dollhouse.”

The creative was done in-house and led by Matthew Kern, director of photography. It runs across Amy’s owned channels, backed by national PR and influencer activations.

Plus, anyone named Amy can visit www.amys.com to redeem a free Amy’s Kitchen meal on Instacart using code AMYSNIGHTOFF, while supplies last.

“The intention behind 'Amy’s Night Off' was to put a humor-forward spin on a very real truth: Cooking dinner every single night is exhausting, and something millions of people, especially women, do tirelessly and thanklessly. Our customer skews female across generations, and they’re the ones disproportionately carrying that load,” Carla Malin, vice president, head of marketing, Amy’s Kitchen, told Out to Launch.

“Amy Sedaris was the perfect fit because she’s a master at finding the funny in the everyday. She helped us make the message relatable and lighthearted. The campaign is our love letter to everyone who keeps dinner on the table.”