ConAgra begins Marie Callender's online campaign
ConAgra Foods Canada of Toronto has released an online video promoting its Marie Callender's line of frozen meals. The video is part of an overall social media campaign called "End Mom Guilt," which is intended to present the brand as a way for mothers to spend less time preparing meals for their children. The social media component encourages consumers to share their own experiences of "overcoming dinnertime stress" via Facebook and YouTube.
"We know that most Canadian parents don't always have enough time to cook from scratch," said Keith Gillespie, director of marketing at ConAgra Foods Canada. "With this campaign, we're working to help diminish dinnertime pressures by providing high-quality, delicious and convenient meals that the whole family will enjoy. Based on this insight that mothers are constantly stretched and eager to give their best to their families, but often feel guilty about not doing enough, the campaign encourages moms to take some of the pressure off, and make simpler choices, specifically in the kitchen."