Background
Say to any American, “lasagna,” and one of the first words that follows is “Stouffer’s,”. The Stouffer family were Hungarian Immigrants who started a food business in Cleveland, Ohio. They invented the ready-made meal in the 1950s, revolutionising how Americans Families ate and at the same time realising their own American Dream. A dream that for many Americans today has become increasingly elusive. Now owned by Nestlé, Stouffer’s was still one of the most iconic brands in America, but out of step with a changing consumer.
An original storefront in Cleveland Ohio.
Challenge:
Stouffer’s was seen more as a guilty convenience for stretched families, rather than representing an indispensable part of the venerated hustle of American life.
Insight
Frustrations that the American Dream was increasingly out of reach.
Stouffer’s is the brand that always has and always will be there to feed you when you’re striving to achieve your dream.
A new, modern brand idea and voice
Solution
A positioning with the flexibility to house a revamped Stouffer’s portfolio that reflected a more modern American cuisine, accompanied by a story that gave the brand a central role in the lives of Americans. It was a provocation to go out in pursuit of their dreams.
Brand Positioning:
Stouffer’s is there to help feed your American Dream
Brand Idea:
What are you Hungry For?
The work culminated in an integrated campaign demonstrating the resilience and verve that Americans display in improving their station in life, and how Stouffer’s will always be there to support that.