campaignlive.co.uk, Tuesday, 12 January 1999 12:00AM
- US frozen foods brand, Swanson, will launch the first television campaign for its Swanson TV Dinners business in nearly 10 years.
The new campaign, 'Make New Memories with Swanson' aims to tap into family memories and emotional ties conjured up by this iconic US brand, which many Americans grew up with.
The campaign has been created by Young & Rubicam New York and will feature the brand's newest product: Swanson boneless fried chicken dinners.
Murray Kessler, president of Swanson Frozen Foods, said: "Every person I meet tells me the same thing, 'I grew up eating Swanson TV Dinners.' We explored and tested these anecdotes in national research and consumers and parents told us they had fond memories of growing up and enjoying the dinners because they were a treat. We will bring these types of memories into the present and share them with new generations."
The campaign breaks with a 30-second spot, Betty the Babysitter, which features parents going out for the evening and having the babysitter serve Swanson dinners to their two children. The ad shows how the children eat the dinners in the same manner in which the parents did when they were supervised by their own babysitter years ago.
This article was first published on campaignlive.co.uk