Marie Callendar's Comforts from Home

This case study details how ConAgra Foods, an American packaged food company, promoted its Marie Callender's frozen foods brand in the U.S. market.

Marie Callendar's Comforts from Home

Category: Consumer products - foodAgency: TrisectCountry: USClient: ConAgra Foods

Overview

Marie Callender's frozen meals are comfort foods that evoke positive feelings of "home" with consumers. However, with the steep decline in frozen category sales — down 3 percent, nearly $8.9 billion, since 2009 — and aggressive competitive activity from category leader Stouffer's (whose media budget is 2x that of Marie's), it was easy to see that Marie Callender's needed an innovative idea leveraging the brand's connection to home to stem the tide of category decline and help drive volume.

Enter the Marie...

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