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ConAgra Foods debuted a fresh campaign this week touting the Manwich as a sloppy joe sauce with a full serving of vegetables. The move comes as consumers turn to iconic brands and shelf stable goods in a recession.
The new campaign, by the San Francisco office of Omnicom agency DDB, marks a shift from the brand’s previous advertising—which focused on “fun family mealtimes”—to one of “nutritional value,” the company said.
As a result, ads for Manwich, a ConAgra-owned product sold under the Hunt’s brand, now carry the tagline, “Manwich.
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