TBWA\Chiat\Day Serves Jimmy Dean 24/7

By Patrick Coffee 

As The New York Times told us this weekend, Americans are eating more frozen food — and Jimmy Dean wants to move out of the freezer and onto the dinner table by expanding upon its breakfast-sausage-centered lineup.

The company’s creative AOR TBWA\Chiat\Day L.A. will help its longtime client move toward that goal with a new campaign. Here’s the first spot, which aims to dispel the crazy idea that frozen dinners lack flavor by pitting them against a fresh batch of iceberg lettuce:

We’ll have what they’re having, et cetera.

Jimmy Dean also defeats the dreaded tuna fish sandwich after the jump.

Here’s creative director Brett Anderson on the sun guy who — based on the deli server’s 100% authentic accent — seems to specialize in bringing a bit of West Coast sunshine and positive vibes to overworked New Yorkers:

“…consumers just have a very strong affinity for him. We did ask ourselves if there would be any potential of misunderstanding or diluting the message, but it just felt like such a natural evolution for the sun to keep shining all day long, and to go from owning morning to owning noon and owning night as well.”

Credits when we receive them.