Advertising Industry
Industry: Email Alert RSS FeedBIRDS EYE SPOT WORKS TO STIR UP ONE-STEP MEALS: AGRILINK BRAND BATTLES NESTLE, PILLSBURY ENTRIES.
Advertising Age, February, 1999 by Pollack, Judann
Agrilink Foods, entering a burgeoning category with an ad budget half that of some major rivals, is using an unusual product demonstration to set itself apart.
In its national TV effort breaking today for Birds Eye Voila!, a line of frozen vegetable and meat combinations, Agrilink ratchets the notion of convenience up a notch by showing the product literally making itself.
The estimated $10 million effort from Cramer-Krasselt, Milwaukee, opens with a woman setting a grocery bag containing Voila! on a kitchen counter. The product falls out, setting off a Rube Goldberg-style chain of events that ends with Voila! simmering on the stove without aid of a human chef. The theme line: "Bring a little wow to the table."
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