Plan B™
The Agency Alternative
ConAgra
When ConAgra has something completely different to say on the subject of food, they turn to Plan B.
We developed a fully integrated launch strategy for Twist and Sprout, a new brand of prepackaged, frozen entrees that, thanks to Plan B, took a refreshingly honest look at what shoppers want; fresh, healthy frozen food that’s easy to prepare.
Packaging was developed to emphasize a “see what you’re buying” window, highlighting not only the “jiffy-pop” style of microwave cooking, but also the fresh, tempting ingredients typically missing in other frozen offerings.
Grass roots sampling efforts were coordinated to allow shoppers to taste the difference while building brand publicity prior to the national launch campaign.