Ask: Make Banquet a top-shelf grocery store brand.
TLDR: In the 1950s, Banquet was a hero for families in search of a quick and casual dining experience to enjoy in front of the TV - but times have changed. The freezer aisle is overflowing with competition, and the world of entertainment is ruled by video games. We found that gamers don't think about game-time meals until it's too late, leaving them to play the worst game of all - trying to figure out what they want to eat. We created a campaign to show how Banquet's tasty and convenient meals let people get back to the games they want to play by allowing them to Stop Waiting. Start Winning.
What I did: Researched trends in frozen food and entertainment. Built a survey and interviewed video game players about their gaming, shopping and eating habits. Secretly monitored my roommate's eating behaviors around his gaming schedule (he definitely caught on to that). Social listening to understand gamer needs and motivations. Creative brief and strategy. Comms planning.
Background: TV is out, gaming is in.
The 1950's introduced more televisions to living rooms and more women to the workforce. Banquet was a hero for families looking for a quick and casual dining experience with their TV at the center. Unfortunately, the frozen food aisle of today is overflowing with options for shoppers to choose from, and Banquet is getting left behind. In order to find a unique selling point for Banquet, a brand that centered its experience around entertainment, we decided to rethink the screen in the context of modern entertainment.
“We compete with (and lose to) Fortnite more than HBO."
- Reed Hastings, Netflix CEO, January 2019 earnings call.
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 typically spend about half an hour watching game streams.
So if gaming is the entertainment of today, but what does that mean for mealtime?
Problem: Gamers don’t think about meals for gaming until it’s too late.
68.3% don't think to buy food for gaming when they're grocery shopping (student survey).
Skipping a meal is the second most reported daily activity missed due to long game playing.
"Honestly ... I just don't really think about it when I'm shopping, but I probably should." - male gamer, 30
Hardcore gamer: Plays until the sun comes up and plans to be in a game for multiple hours. Spends a lot of money on his gaming habit by purchasing high quality keyboards, headphones, a gaming chair, monitors, etc.
Casual gamer: Plays a few times a week, often into the night. Owns the basics: Playstation, Nintendo Switch, PC. Watches Twitch streams and game reviews on YouTube. Purchases quick, easy snacks and meals when they have to stay up late, like Totino’s Pizza Rolls, Gatorade, and popcorn.
Phone gamer: Plays games on their phone when working the night shift, spends money on extra lives and power-ups, watches game reviews and level hacks on YouTube. Purchases some quick, easy snacks and meals like Hot Pockets, Snickers and Red Bull for when they're working and can’t spend much time away from their monitors.
Truth: The worst game to play is figuring out what you want to eat.
Avid players don't have time to waste when it comes to figuring out their meals. When they have a 5 or 10 minute break between plays, our audience needs something quick, tasty and reliable.
Advantage: Banquet makes mealtime hassle free, allowing gamers to fuel quickly and get back in the game.
Strategy: We'll show how Banquet's tasty and convenient meals let people get back to the games they want to play.
Creative idea: Stop waiting. Start winning.