Everyone loves macaroni and cheese, but we tend to think of it as an indulgence or even a 'guilty' pleasure. Bob Evans Farms (the breakfast, sides, and sausage king of the refrigerated aisle, not the chain of fast-casual restaurants) has cooked up a new side dish that perfectly combines cozy comfort with a nutritious benefit: their new Protein Mac & Cheese. It's the same feel-good, ready-to-heat refrigerated mac and cheese you already know and love for its taste, comfort, and crowd-pleasing, meal-rounding, picky-kid-approved convenience – but with the extra boost of 18 grams of protein per serving. In other words, when Bob Evans Protein Mac & Cheese hits refrigerated store shelves later this year, it not only can, but should, become part of your regular meal rotation.
To help drive excitement ahead of the launch of Bob Evans Protein Mac & Cheese, we're looking for your help to create an authentic, relatable awareness campaign. We're looking for concepts that speak to both the comfort and convenience people expect from Bob Evans Farms side dishes as well as the meaningful protein boost people look for in their food choices these days – not an either/or, but a both/and. Think of how a protein-boosted side dish would fit into your life: as a busy parent, a college student with a mini fridge and a microwave, a newly minted professional juggling student loans and rent for the first time, a crossfit fanatic who won't sacrifice comfort food for macros – or just an everyday American trying to increase their protein intake in simple, achievable ways. Think of how you would actually enjoy a protein-enriched mac as part of your daily life, and how comfort and convenience don't come at the cost of a nutritious choice – something certainly worth celebrating, in our opinion. And think of when you'd enjoy Protein Mac & Cheese: would it become part of your weekly menu? Your salvation when your kid's feeling too picky even for chicken nuggets? Your cozy new go-to for "meatless Monday?" Part of your family meal at Thanksgiving or other holidays?
Your concepts should find the honest intersection of all of these reasons and occasions, and celebrate the feeling of 'having it both ways' with a nutritionally-boosted take on a beloved comfort food. There are plenty of convenient, ready-to-heat side dishes hungry shoppers can grab at the supermarket, but Bob Evans Protein Mac & Cheese stands apart by delivering hearty, homestyle comfort that's easy to heat, with a meaningful boost of protein.
Please note, we are NOT looking for concepts for individual videos. Your concepts must be broad enough to inform an entire campaign that will include videos, stills, and banners across social media as well as radio ads.
Check out more information in the Background, and for any questions or other project updates, check out the Project Forum.
EXPOSURE: We expect content will be used on the platforms below, but if casting talent, be sure they review our required Talent Release before they're cast, as we CANNOT guarantee that usage is limited to these platforms. You should also review our Music providers in the Project Requirements, as well as the platform best practices.
- Streaming, radio, and social media platforms including YouTube, Meta, and TikTok
TARGET AUDIENCE: Working parents (married and single), 25-45; Millennials and Gen Z without kids.
There is a specific target persona for Bob Evans Farms refrigerated sides:
- led by emotions over efficiency ("what am I in the mood for?");
- motivated by comfort, flexibility, indulgence, and being in control;
- values food as self-care; prefers food that looks tasty vs bland or boring;
- loves flavor-forward shortcuts that feel homemade and are rewarding for her and her family.
TONE/FEEL: Comforting, satisfying, drool-worthy, approachable, positive, and optimistic.
