ConAgra, Inc.: Listen To Your Heart. Make A Healthy Choice campaign
Rebecca StanfelOverview
In September 1989 the chairman of the one of the largest food processors—ConAgra Inc.—appeared in two national television commercials in which he openly discussed having had a heart attack. Conceived by ad agency Campbell-Mithun-Esty, these spots launched ConAgra's new brand of frozen dinners called Healthy Choice. Each of the Healthy Choice frozen meals was low in calories, fat, cholesterol, and sodium. Chairman Charles (Mike) Harper's on-air candid confession about his medical problems conveyed that Healthy Choice meals were not only healthy (and thus could help consumers...