turned to one of the world’s most recognizable celebrity chefs for its new ads for ConAgra cooking spray brand PAM: The Swedish Chef.
The character, which was originally voiced by Jim Henson and performed by Henson and Frank Oz and is now performed by Bill Barretta, is apparently a big fan of the brand.
In “The Swedish Chef Makes Sautéed Vegetables,” he remarks (in characteristically unintelligible fashion) that rather than using butter to cook the veggies, he turns to PAM Olive Oil, which “cuts fat and calories.” Throughout the ad, subtitles help viewers understand The Swedish Chef and of course a “Chicky” or two make an appearance as well.
Another spot, “Croquembouche” sees The Swedish Chef preparing the dessert for Swedish royalty.
The approach makes for a fun way and memorable to promote the brand. While it’s not The Swedish Chef’s ad debut (he appeared in a 2012 Bounty spot), it might be the first time he has made an appearance for a culinary brand, which seems sort of absurd. Of course, given his propensity for hurling cooking items everywhere, the Bounty integration made just as much sense.
Agency: DDB San Francisco
ECD: Kevin Drew Davis
GCD: Kevin Thomson
ACD – AD: Tor Kologlu
ACD – CW: Justin Stielow
Head of Production: Marla Ulrich
Producer: Adrian Hernandez
Editor: Michael Moore & Joel Hopper
Group Account Director: Kristin Barbour
Account Director: Nancy Bernachi
Account Supervisor: Callen Gustafson