TORONTO, ON – September 27, 2017 - VH, one of Canada’s most loved brands from Conagra Brands (Canada) dished up new digital ads on September 18 from creative agency Arrivals + Departures. The 2017 work builds on the success of the agency’s 2016 ‘Clean Plate Victory’ integrated campaign platform that positioned VH as the secret weapon when it comes to creating easy-to-make weekday meals that are dinner winners.
The new digital ads are designed for YouTube and Facebook and feature relatable dinner drama moments that we all want to avoid come mealtime. From a child’s tantrum to the lies we tell when a meal is lacklustre, VH is giving Canadians the confidence to skip the dinner drama by serving up impressive meals that everyone at the table will love. The ads are designed around YouTube’s ‘Skip Ad’ button and Facebook’s sound-off video environment. On YouTube viewers have the option to ‘Skip the Drama’ or ‘Skip the Lies’. Within Facebook the videos point to the ‘mute’ option within the video to “Mute the Drama” and “Mute the Lies”. Arrivals + Departures worked with Wonder Screen on production and editing for the campaign.
“When we launched the ‘Clean Plate Victory’ campaign last year, we saw an immediate impact on the business” says Ryan Fowler, Senior Brand Manager of Grocery at Conagra Brands Canada. “This campaign drove positive and sustained sales growth for the business across all regions, restored penetration in our most important Quebec market, and drove declines across an intense competitive set. When we started planning for 2017 it was clear we should build on the creative platform and push it further across media channels and with strategic regions like Quebec.”
“We saw an opportunity to tell the other side of the story; what happens when you serve a dinner loser,” says Jason Locey, Chief Creative Officer at Arrivals + Departures. “The dinner drama is something we all want to avoid and the ‘Skip Ad’ messaging that the new digital ads are built around tackles these all too real dinnertime moments.”
The fall campaign also includes TV, digital and social video, Quebec cooking show integration and celebrity chef partnerships, in-store point of sale material and partnership marketing with priority retailers, and influencer marketing on Instagram also running from September through the end of December.
YouTube (demo) “Skip the Drama”
YouTube (demo) “Skip the Lies”
Facebook (demo) “Mute the Drama”
Facebook (demo) “Mute the Lies”
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