Boston Market Corp.: Eat Something campaign
Robert SchnakenbergOVERVIEW
NOTE: Since the initial appearance of this essay in the 1998 edition of Major Marketing Campaigns Annual, Boston Chicken Inc. changed its name to Boston Market Corp. The essay continues to refer to the company's former name, as that was the official name of the organization when the campaign was launched.
In the late 1990s Colorado-based Boston Chicken Inc. was one of the leaders in the burgeoning restaurant category of home meal replacement, or HMR. The term home meal replacement applied to restaurant-style food for taking home, including, of...