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Daiya Foods is letting its dairy-, gluten- and soy-free Cheezy Mac line speak for itself. Literally.
The campaign, “Comfort Food That Loves You Back,” features actual, sweet-talking boxes of Cheezy Mac in attention-getting in-store promotions, as well as in digital ads.
With a budget exceeding $1 million, the new campaign is the largest to date for Vancouver-based Daiya, the leader in dairy-free comfort foods, reports the company. It’s also its broadest push: It goes beyond Daiya’s usual dairy-averse target audience to reach out to all comfort-food seekers.
The campaign, from TDA Boulder, includes social, mobile and print, as well as in-store.
The spokesbox makes declarations such as “You look amazing today,” “You’re an incredible person,” and “We were made for each other,” in a deep, masculine voice. The takeaway: These “groundbreaking” products allow comfort-food lovers to indulge without guilt, at last.
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The talking box is featured in a pre-roll video to run on Hulu, as well as in video (below) and banner ads to run on Hulu, Pinterest, Instagram and Facebook. All ads are being targeted to those in need of comfort food — such as fans of recently defeated sports teams, or new empty-nesters watching their kids go off to college.
Meanwhile, motion-sensitive, speaker-equipped shelf-talkers (in this case living up to their name) featuring Cheezy Mac boxes that flatter passing shoppers are being placed in supermarkets around the United States. Also, more than 600 Kroger and Whole Foods stores will get traditional (mute) floor-talkers.
On Facebook, followers who post about why their own problems warrant comfort food will earn chances to win one of about 500 talking boxes that spout seven different amorous phrases through button-activated speakers.
Support advertising includes banner ads on Kitchn and other food and health and wellness sites targeting Daiya’s traditional dairy-averse audience; mobile advertising geo-targeted to those near a Daiya retailer; and full-page print ads in magazines including People and Every Day with Rachael Ray.
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September 26, 2018 at 04:52PM
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