Nobody feels guilt like a Mom. Serving frozen meals for dinner only adds to that guilt so trying to sell them to Moms, wasn’t an option. Instead, we started a movement to #ENDMOMGUILT, calling on Moms to change the conversation.
We launched where Moms were talking – on Facebook, with content that showed we understood their lives.
We followed up with content centered around the mealtime guilt they feel, delivering reassurance of a quality product Moms didn’t need to feel guilty about.
Social influencers, paid YouTube and social static were also used to help amplify our message and digital coupons and in-store POS delivered the brand’s quality message.