Swanson Skillet Meals brings food to busy moms

The Pinnacle Foods brand is layering experiential on top of traditional to increase the impact of its latest product launch.

Pinnacle Foods Canada is launching its Swanson Skillet Meals by literally putting them into the hands of busy moms around the GTA.

Working with Toronto-based agency The Jetstar Group, Swanson Skillet Meals already had a traditional print and online media buy from Active Media with creative by Agency59 in place when it decided to add a layer of experiential to make sure it was really reaching the target audience of suburban moms, Kevin Durkee, VP, The Jetstar Group tells MiC.

“The whole idea of the campaign is to help mothers out a little bit with dinner,” he says. “What our group did was devise a campaign that would intercept busy moms and families where they are considering dinner, whether that be at the GO station, at garden centres or at arenas before hockey practice. We have a core team with two branded vehicles that will be stationed throughout the GTA.”

This is the first experiential campaign for Swanson, who has always been more about traditional media buys, says Durkee. It launches in the second week of May and runs for five weeks.