TBWA\C\D Makes Midday Mealtime

LOS ANGELES Addressing the notion that lunch is an all-but-forgotten meal, TBWA\Chiat\Day has unveiled a national campaign for Uncle Ben’s Frozen Bowls that encourages the public to “Make lunch a meal again.”

The campaign is the first from TBWA\C\D for Masterfoods USA, which last year awarded the agency six branding assignments, including Uncle Ben’s, Whiskas and Seeds of Change. The three brands are handled by TBWA\C\D in Playa del Rey, Calif., while Combo’s, Lucas Candy and a new, undisclosed project are at the agency’s New York office.

Spending on the Uncle Ben’s campaign was undisclosed. The client spent about $30 million on ads last year, according to CMR.

“This is an effort to relaunch frozen bowls around a lunchtime meal occasion,” said TBWA\C\D worldwide account director John McNeel. “We’re repositioning the bowls for people who are looking for more of a wholesome meal at lunchtime.”

A teaser campaign broke two weeks ago on national TV and in print. Two 15-second spots present situations where people are looking for their lost lunches. “Where did lunch go?” is the tagline.

The second phase of the campaign, which breaks this week, explains why lunch has disappeared—people skip the meal, work through it or use the time to run errands. Lunch, feeling neglected, has run away. Ads introduce “Make lunch a meal again” as the tag.

One 30-second TV spot shows kids in a classroom opening empty lunchboxes, construction workers with empty brown bags and a hot dog stand that is out of hot dogs. There are also two 15-second TV spots, three print executions and outdoor media in six major markets.