What’s for Dinner? Takeover

We identified a real tension point that 99.9%* of adults deal with every night. People are hit with the same overwhelming, all-encompassing, inescapable thought, “What’s for Dinner?” This is an emotional and angst-ridden moment for consumers, so we named it 'dinner dread', and set out to make Stouffer’s the solution to it.

*Unspecified number, but pretty spot on.

The Stouffer’s "What’s for Dinner? Takeover" aimed to tackle the pervasive question head-on with a multi-channel, time-precise media campaign to reach consumers when they’re thinking about dinner. We surrounded millennial families and boomer consumers when they are thinking about, planning, and preparing dinner around 4 p.m. (peak dinnertime in the US is 6:19 p.m.)