• by Fern Siegel , Yesterday

Chef Boyardee is nearly 100 years old — and its new campaign "Now We're Cheffin" is determined to maintain its relevance for 21st-century consumers.

The integrated campaign runs nationally across CTV, display, YouTube, social and retailer media.  

Little Big Brands did the creative.

In 2026, Chef Boyardee returned to the national stage through a major NASCAR partnership, entered the dry-meals category with Chef Boyardee Skillet Meals and introduced Protein Canned Pasta with at least 25 grams of protein per can.

The moves reflect how the U.S. eats today.

Founded in 1928 by Chef Hector Boiardi, the goal was producing Italian-inspired food to enjoy at home. The brand is now owned by Hometown Food Company, which purchased it for $600 million in 2025.

"We see a tremendous runway for Chef Boyardee," said Dan Anglemyer, COO/CMO at Hometown Food Company. "Few brands have this level of awareness, trust and history. By pairing those strengths with innovation and continued investment, we believe Chef Boyardee is well-positioned for its next era of growth."

Little Big Brands' roster includes Pan Oxyl, Camilia, Dimetapp and Chicken of the Sea.