IN BRIEF

Ask:

Make Banquet a top shelf grocery brand. 

Challenge:

While the frozen food aisle is booming, Banquet remains stagnant and is being swallowed by competitors. 

Solution:

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Give Banquet a unique selling proposition by introducing it to a new audience. 

BACKGROUND

In 1953 as more families purchased TV sets and women joined the workforce, dinner time evolved to be a more casual affair where families gathered to enjoy an easily prepared meal with entertainment- enter Banquet frozen dinners. 

Today, what was once a brand that commanded their category, Banquet now falls behind competitors. Having not advertised their product since the 80’s, Banquet relies on the consumers who remember their heyday to keep the brand alive. 

Banquet needs a unique selling point in today’s frozen food market. For a brand that centered its experience around entertainment, it’s time to rethink the screen. 

REALIZATIONS

“We compete with (and lose to) Fortnite more than HBO”

-Reed Hastings, Netflix CEO, January 2019 earnings call.

This is today's entertainment.

  • Gamers aged 18 - 45 prefer playing video games to watching a movie

  • Gamers are streaming their game plays for six to eight hours per day

  • Audience viewers watch game streams for long sessions, often half an hour in one sitting

INSIGHT

These long gaming and streaming hours creates a glaring problem for gamers. Skipping a meal is the second most reported daily activity missed due to long game playing. Meaning, these gamers are hungry.

The worst game to play is figuring out what to eat.

OPPORTUNITY

Show gamers how Banquet’s tasty and convenient meals let them get back to the games they want to play.

THE PLAN

Step 1: Introduce Banquet to the world of gamers.

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Pre-roll ads on Twitch streams and gaming-related YouTube videos (i.e. game reviews, play throughs, Animal Crossing island tours, etc).

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Send Banquet merch boxes to gaming influencers for product placement during streams.

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Partnerships with popular games such Animal Crossing, Fortnite and League of Legends for in-game advertising.

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Billboards placed near restaurants and fast food chains with long wait lines (i.e. Cookout, McDonalds, etc.)

Step 2: Catch gamers in the grocery store.

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Design a special edition Banquet box featuring a classic 8-bit video game design.

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Use LED lights in the freezer aisle that simulate popular video game playing accessories (i.e. light up keyboard and mouse).

When all is said and done, we want gamers to remember...

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YOU DESERVE A BANQUET.

THE TEAM

Sarah Redmond (Art Direction)
Sophie Durand (Creative Brand Management)
Ira Birch (Experience Design)
Hannah Hugeback (Strategy)

MY ROLE

Project management, consumer research, market research, creative brief, deck design