This Perdigao Campaign Promotes Meals of Deceased Granny's Standard
Amelia Roblin — November 30, 2011 — Marketing
References: yrbrasil.br & adsoftheworld
It used to be that cooking was a skill that many women would inevitably acquire. A couple of generations ago, preparing food yourself was not only the most affordable option, but pre-made meals were non-existent.
There is a clever irony behind this Perdigao campaign, because over time, the men and women in charge of putting dinner on the table have come to accept the convenience of products like this prepared lasagna, chicken parmesan and rondellini. Many have lost touch with the concept of home-cooked supper, enjoyed for its comforting warmth and secret family flavors.
This Perdigao campaign is attempting to sell this wholesome idea back to consumers, but in the form of a pre-made meal. The Y&R advertising agency of Brazil have established this idea that "Granny is back" -- at least in spirit -- with her Home Cooking Recipes.
There is a clever irony behind this Perdigao campaign, because over time, the men and women in charge of putting dinner on the table have come to accept the convenience of products like this prepared lasagna, chicken parmesan and rondellini. Many have lost touch with the concept of home-cooked supper, enjoyed for its comforting warmth and secret family flavors.
This Perdigao campaign is attempting to sell this wholesome idea back to consumers, but in the form of a pre-made meal. The Y&R advertising agency of Brazil have established this idea that "Granny is back" -- at least in spirit -- with her Home Cooking Recipes.
Trend Themes
1. Home-cooked Revival - The trend of reviving home cooking and traditional recipes could lead to opportunities for disruptive innovations in meal-kit delivery services or smart kitchen appliances.
2. Nostalgia Marketing - More brands may begin incorporating elements of nostalgia marketing to tap into the emotional connection consumers have with traditional foods and family recipes.
3. Convenience Culture Backlash - As consumers become more interested in home cooking again, there may be opportunities for disruptive innovations in make-at-home meal delivery kits and grocery services.
Industry Implications
1. Food Delivery Services - Companies in this industry could capitalize on the trend of home cooking by providing innovative meal kit delivery services and smart kitchen appliances.
2. Home Meal Kits - The home meal kit industry could incorporate more traditional recipes and nostalgic branding to appeal to consumers interested in home-cooked meals.
3. Culinary Brands - Brands in the food industry could incorporate elements of nostalgia marketing to tap into the emotional connection consumers have with traditional foods and family recipes.
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