A while back I wrote about how crappy I think Geico’s advertising is. While I’d like to claim some credit, I’m probably out of line thinking it was because of my little blog. You can check out their new ads here if you haven’t seen them yet.

Well, in this second edition I want to point to another example of a company that “gets it” when it comes to advertising. The lesson this time is that you should sell something more. What I mean is that just because your product is mundane and utilitarian doesn’t mean your marketing has to be that way. Take the case of Stouffer’s. Stouffer’s makes frozen meals. That’s pretty much it. They pre-make millions of meals, put them in boxes, and sell them in the freezer aisle. Now, I’m sure you could do an ad campaign about how kids like the taste of Stouffer’s lasagne or about how many moms prefer Stouffer’s over Hamburger Helper. But what Stouffer’s does instead in their newest campaign is sell you a better life. Their “Let’s Fix Dinner” campaign is about the importance of spending time together as a family around the dinner table. And again, instead of going with simple infographics or a single family around a table, the whole commercial is presented in this really cool stop motion animation. It’s about families sharing their stories with each other. It’s about restoring relationships. You should buy their product because it helps fix your family. Hyperbole for sure, but I bet you didn’t know you could get that from a frozen dinner, now did you? Check out their ad and let me know what you think…

Filed under: Advertising by Jonathan