Toronto-based Maple Leaf Foods is reaching out to the time-pressed and the hungry with a national integrated campaign that marries suspense and secret agent missions to launch its line of Fully Cooked products. TV spots created by FCB Toronto show Rachael Ray wannabes in their kitchen whipping up a meal. And just when the secret ingredient is about to be revealed, the spot ends, drawing folks to find out more at the website at www.greatmealsinminutes.ca. Building on the secret agent theme, the site also boasts a contest called Mission Mealtime, an online game that has agents choosing ingredients from an online refrigerator to complete the meal in 30 seconds. Successful completion of the mission results in an entry for a $25,000 kitchen makeover.
Maria Melo-Boone, director of marketing for Maple Leaf Foods says the campaign targets ‘helter skelter’ and ‘time pressed’ people. ‘[Its aim is] to launch the meat strips product through TV as well as to drive consumers to the website which covers the full Fully Cooked category,’ she says. Media buys were done in-house.
