Stouffer's Bistro – Quick casual meals
Winner: Off to a Good Start - Bronze
Business Results Period (Consecutive Months): September 2005-May 2006.
Start of Advertising/Communication Effort: September 26, 2005.
Base Period for Comparison: N/a
In 2005, the once prosperous Center of Plate (COP) category was leveling off, and STOUFFER'S needed to find growth outside the category. Meanwhile, adult snacking and grazing were on the rise, pointing to opportunity in the casual meal territory.
STOUFFER'S decided to create a whole new section in the Frozen aisle consisting of Hand Held (HH) foods and Frozen Pizza - under the successful...