Campaign: Chef Boyardee - Throwback Recipe Launch

Brand Challenge: One of the most iconic American brands had virtually disappeared and, in effect, had become cultural wallpaper. Our challenge - leverage a new product offering as a catalyst to launching the brand back in to the minds and hearts of American consumers through cultural relevance.

Consumer Insight: Across a broad range of demographic groups, nostalgia plays a significant role in how consumers relate and engage with culture and ultimately brands.

Approach: “Discover The Throwback” - By owning the intersection between nostalgia and modernity, we effectively highlight the iconic nature of the “Chef”, while creating space for the brand to interact with current culture.

The Result: A social-first campaign driven by the ubiquitous nature of music. The campaign was anchored on the “drop” of completely remixed version of the iconic Chef BOYARDEE jingle, reimagined through the juxtaposition of hip-hop superstar Lil’ Yachty and pop living legend Donny Osmond.