Burnett Goes Green for Healthy Choice

NEW YORK ConAgra Foods will launch one of its most comprehensive marketing efforts behind Healthy Choice next week, telling consumers the brand is a great-tasting food they can feel good about eating.

Tagged “Green is good,” the campaign, from Publicis Groupe’s Leo Burnett, Chicago, features a TV spot that breaks next Monday, inviting consumers to try any of the brand’s frozen-dinner meals like Sweet Bourbon Steak, Grilled Chicken Monterey and other options that incorporate the latest culinary trends.

” ‘Green is good.’ It’s simple. It’s effective. The beauty of the phrase is that we are calling out ‘green’ and ‘good,’ two words that resonate with what consumers already know and believe about Healthy Choice,” said Bill Partyka, client vp of marketing.

Partyka cited company research showing that consumers strongly associate ‘green’ with the identity of Healthy Choice and that taste is one of the key reasons why they purchase the brand.

The spot, dubbed “Dad’s in Charge,” is a humorous vignette about a father caring for his three kids while mom is away. But he doesn’t seem to do anything right. When he jams the laundry into the washer, his little girl says, “Mom doesn’t do it like that.” When he uses a Dustbuster to get crumbs off the baby or uses a leaf blower to clean up the kids’ toys, he’s met with the same refrain. But when he serves up a Healthy Choice meal, the girl says, “You did one thing right.”

Healthy Choice offers more than 200 frozen foods that range from soups, ice cream and popcorn to lunchmeats, breads and entrees that come packaged in distinctive green boxes. New microwaveable soup bowls in three SKUs will hit shelves in September.

Partyka said the campaign, which includes consumer promotions, couponing, sampling, retailer-specific programs and FSIs, is the “most comprehensive” to date for the brand and was tested in three markets this spring, generating a “significant lift in sales.”

For retailers, it will hopefully translate into more in-store purchases: Company data reveals that Healthy Choice consumers spend more per grocery store visit and have higher dollar sales at the register.

Ad spend was not disclosed. The company spent $11 million in media on the brand in 2004, per Nielsen Monitor-Plus.