marie callender’s

Multi-Platform Campaign

SHORT & SWEET

The Ask: How can Marie Callender’s, a historic staple in the freezer section, connect authentically with a new generation of consumers?

The Opportunity: New competitors in the frozen section are threatening the brand’s status as a household name for younger consumers.

The Solution: Lean into what the brand does best – comfort food. Champion the little moments of me-time that are craved by the introvert in all of us.

The frozen section was once akin to the frozen tundra. Lacking life, full of sad tv-dinners with no color or flavor. Its primary purpose was to exist as a trope for loneliness in television shows.

The pandemic changed everything. An aisle that was once desolate became a treasure-trove of hidden gems.

This caught the attention of a younger generation.

Millennials began flocking to the frozen section — particularly to the new brands flaunting exciting flavors and new recipes. While this new growth in the category could be good for Marie Callender’s, the brand needs to recognize the needs and wants of these younger consumers. If they fail to appeal to this audience’s unique expectations, MC risks falling behind and sacrificing their ‘piece of the pie’ to new, competitive brands.

THE PROBLEM:

Younger consumers see Marie Callender’s as their ‘grandmother’s brand’

Marie Callender’s has been around forever and they are a category leader. Their history means they have a longstanding reputation in the minds of consumers. But younger consumers see it as an old brand not relevant to their tastes. And the growth of sales in the frozen section led to a major uptick in ‘new brands on the block’ ready to steal Marie Callender’s spotlight.

Luckily, not only did the Pandemic revive the frozen aisle…

but it woke younger consumers up to the rejuvenating power of alone time

Young consumers may have embraced in-person socialization after a long Pandemic isolation, but now they desire alone time to recover from their busy lives.

Thanks to the brand’s rich history, consumers of all ages have a clear idea of what the Marie Callender’s brand has to offer.

Marie Callender’s = Pie

Pie = Comfort Food

&

THE OPPORTUNITY:

Define Comfort Food for a New Generation

Young consumers, just like their older counterparts, desire comfort food from the frozen aisle. In fact, Hearty Comfort Food is the #1 Type of Frozen Meal Consumers Want.

THE STRATEGY:

Be the champion of the little moments of me-time that are desired by the ‘Introvert in all of us.’

Introducing…

MAKE A MOMENT with MARIE CALLENDER’S

Whether you’re a true introvert, or you just enjoy those small moments of me-time that help you recharge, Marie Callender’s is there to support you taking time to yourself. This campaign spans physical and digital platforms offering protection for all the moments of me-time. From in-store displays that feel like home, to digital features that keep your phone from blowing up when you want your space, Marie Callender’s is there to not only protect your me-time, but to encourage you to make time for it in the first place.

IN-STORE

A walk through the frozen section no longer needs to feel like a walk through the tundra. Instead, freezer doors containing Marie Callender’s products will look like grandma’s freezer. Not only that, but you can feel even more at home by scanning the QR code and submitting pictures of you and your family to be featured on the digital display.

Grocery shopping in a crowded, busy store is an experience that may cause anyone to want a few moments of space. By making this display approachable and comfortable, Marie Callender’s helps to remove some of the stress and help introverted customers feel seen.

Do Not Disturb (I’m Eating Pie)

Protecting your quiet time? Utilize the customizable Marie Callender’s ‘Do Not Disturb’ mode so you can enjoy your pie in peace.

Nothing is more important than protecting your me-time. We live in a digital world where people expect that we are reachable 24/7. By placing your phone into MC ‘Do Not Disturb’ mode, you are removing distraction from a device that would degrade the quality of that space.

COMFORT CALL LINE

Need a quick excuse to escape a social setting? Schedule a call with grandma Marie on the Marie Callender’s Comfort Help Line. Simply answer the recorded call, talk as though you’re on with your grandma, and leave the situation without anyone being the wiser!

Whether its an awkward first date, or a night out with friends, it is common for this audience to look for excuses to escape the noise and head home. The Comfort Call Line is the perfect way to reach this audience in those moments — especially if they have a pie in the freezer to look forward to.

THE MARIE CALENDAR

Trying to get a jump on your schedule? Don’t forget to block out time for you. “The Marie Calendar” - designed to help you prioritize me-time - will come packed with specially-marked products.

If this audience doesn’t make me-time a priority, or block it out in their calendar, they might fail to take those restorative moments for themselves. This calendar helps them do just that.

Real Talk with Marie

A Spotify Podcast

Looking for some wholesome content to keep you company while you enjoy your MEal?

Tune in to ‘Real Talk with Marie’ - a Spotify podcast that firmly believes ‘grandma knows best.’ Join in as the host sits down with grandmas to ask the questions we all need answered.

This audience is very drawn to podcasts, and rather than sitting in silence during their me-time, they like to fill the air with a good episode. Real Talk with Marie will authentically reach this audience through a platform they enjoy. By producing relevant, enjoyable content, this podcast is an authentic way to continue build brand affinity and break down the barrier that this brand feels too ‘old’ or ‘stale’ for younger consumers.

OOH

Placed strategically in locations where you might realize a desperate desire for alone time - crowded public transportation or busy malls, for example.

These ads will not only help to build awareness for this campaign, but will help this audience feel seen in moments where the hustle-and-bustle of their environment might feel overwhelming.

How Will you Make a Moment with Marie Callender’s?

Our overall goals of this campaign are to help maintain Marie Callender’s dominance in this category while reaching a new, younger audience.

By appealing to this audience in authentic ways, and using platforms that appeal to their tastes, the brand will be able to build trust and love with the next generation — the way it has with so many generations before.