Schwan’s Consumer Brands, Inc., a retail-grocery company and subsidiary of Schwan Food Company, appointed digital agency space150 as agency of record for seven of its brands: Red Baron, Bon Appétit, Tony’s, Freschetta, Pagoda, Edwards, and Mrs. Smith’s. As agency of record, space150 will handle overall brand strategy, creative, broadcast and digital advertising, media buying, social media, community management and content strategy for the brands.
“space150’s digital-first approach to the marketing mix aligns directly with an evolution toward connecting our brands and food when, where and how real people they live,” explained Kevin McAdams, president of Schwan’s Consumer Brands, Inc. “We’re committed to moving our category forward as a disruptive force, and space150 is the ideal agency partner for us as we propel this exciting new vision for our company and brands.”
In its first work forRed Baron, the agency launched a campaign celebrating the frozen pizza brand’s 40th anniversary, entitled “Timeless.”
A 30-second spot celebrates the “Timeless” tradition of pizza night throughout the years, from the brand’s birth in 1976 to the present day. Opening on a decidedly 70s scene, a young girl professes her love for “Red Baron night” and her dad’s jokes, as the dad chimes in “Don’t get saucy with me.” The scene then cuts to the 80s where the girl, now a teenager, can live with her lame dad and brother thanks to the crust she loves. Finally, the ad ends in the present day, with the woman feeding Red Baron to her own family, and is now the one cracking dad jokes. While a tad on the cheesy side (we had to), the spot highlights the brand’s relatively long history for the category while underscoring the convenience and family-pleasing aspects that continue to be selling points. It’s also notable for the merciful absence of “cheese pull” or “bite and smile” moments. The broadcast spot will be supported by digital and social components, including banner ads, a campaign website and blogger/influencer partnerships. The campaign’s digital and social content promises to “take its audience through 40 years of pizza night in 40 weeks, with creative refreshing in digital and social to reflect family life and culture of the given year” beginning with Red Baron’s debut in 1976.
“Our new ‘Timeless’ campaign celebrates the role that Red Baron pizza has played in family togetherness throughout our 40-year brand history,” said McAdams. “For the first time, we’re capturing pizza night moments consumers remember so fondly — from their childhood to adulthood. This digital-first marketing campaign reflects an exciting new direction for the Red Baron brand and we look forward to reminiscing together.”
“We’re thrilled at the opportunity to work with Red Baron and Schwan’s Consumer Brands to bring this idea to life,” added space150 executive creative director Brian Ritchie. “Pizza creates moments for consumers that are almost universal and span decades. We’ve built this campaign with digital as a first thought, identifying how traditional media can augment those moments for consumers.”