When Prego introduced “Welcome to the Family” last month, it was a way to demonstrate the powerful benefits of a family meal to a younger generation about to set out on their own.
Sixteen college freshman were brought together to, not only share meals made with Prego, but to share their fears and anxieties about starting their first years in college. The consumer experience, in partnership with Reality Changers, was filmed and close to 550,000 YouTube views have already been recorded.
“A Prego family meal has the power to create meaningful bonds,” Yin Rani, VP, marketing activation at Campbell Soup Co., says. “When the conversation at the table is meaningful, you’re not as focused on the little things, like spilling crumbs or a little pasta-sauce splatter. Bringing people together more often to share a family meal is at the heart of Prego’s purpose.”
Brand activations are a key component in marketing for Prego. For example, last summer, in its first installment for “Welcome to the Family,” Prego brought its Farm-in-a-Jar to New York City for a one-day consumer experience to promote its new Farmer’s Market sauce. An enormous Mason-style jar was filled with fresh vegetables and succulent herbs that people could step into to experience the farm freshness that Prego was promoting and get a free jar of the sauce.
The strategy behind “Welcome to the Family” and the theme, “Family is everywhere. Anyone can become a family,” is explained in this Q&A from BrandChannel with Rani.
She explains the insights that led to the activation with students, how the students were invited and how she measured the impact of the event.