ConAgra Foods' Manwich Brand Launches TV Campaign

ConAgra Foods' Manwich brand announces a new television advertising campaign promoting the full serving of vegetables found in each serving of Manwich. A standard quarter-cup serving of Manwich Original contains a half-cup of vegetables, expected to make it easier for consumers to get their recommended five servings of vegetables and fruit each day.

The new television advertisements mark Manwich's first new creative campaign in three years and the first time Manwich has aired 30-second units. Prior television ads were limited to 15 seconds. In December, the new "full serving of vegetables" message will also appear on packaging. Although Manwich has long held the No. 1 spot in the sloppy joe category, the new strategic message requires a deeper communication with the target consumer, says Sandra Williams, brand director at ConAgra Foods.

"Past advertising for Manwich focused on fun family mealtimes. From our consumer focus groups, we learned moms had misconceptions about Manwich's nutritional value," Williams says. "The objective of the new campaign is to increase the usage of Manwich within our growth target by promoting the full serving of vegetables strategic messaging and encouraging moms to feel good about serving Manwich to their families more frequently."