Healthy Choice Power Dressings
“Lockdown” Product Launch
Why ruin a perfectly healthy salad with an unhealthy dressing?
Healthy Choice had just the answer with their new line of salad dressings made from pureed veggies, not a bunch of oil. “Top one Healthy Choice with another” became our branded call-to-action to sum up the strategy and celebration of eating tasty ingredients without wiping out your healthy decision.
But one secret ingredient was missing for the launch. We needed someone with credibility in explaining the science behind the dressing. Someone as bold as our dressing. And with Covid-19 restrictions, someone who could still produce content when no one else was. Cue Alton Brown; Chef, Food Scientist, and mastermind behind The Food Network’s “Good Eats.”
In the midst of early Covid, Alton was producing his own content called “Quarantine Kitchen” and “Pantry Raid” with a simple set-up in his own home and studio. After a few phone calls and sampling the product, Alton was in! He would not only be the talent but also direct the shoot with the help of his own quarantine crew. He even created a salad recipe using one of the flavors. It was the perfect combination to launch the dressing with humor and style.
+81% higher clickthrough than any previous ConAgra ad to date
Over 3MM Social Impressions at launch
