Chef Boyardee launched the “Throwback Recipe Series,” bringing back the retro Chef Boyardee canned pasta labeling and simpler ingredients.
These canned pasta recipes are made with ingredients like Romano cheese, Angus beef and tomatoes from California, which are reminiscent of those dishes Chef Hector Boyardee actually cooked up back in the day.
As a part of this launch, Chef Boyardee needed to generate awareness and drive purchases.
Centered around the throwback theme, Chef Boyardee used Dabbl to create a fun, campy experience.
The experience used historical trivia, a ‘throwback’ video featuring Lil Yachty and Donny Osmond, "this or that" rich imagery comparisons, multiple choice questions and a conclusion screen linking directly to buy the promoted product.
- 5 Activities per experience, including Trivia, video, this or that and multiple choice activities.
Consumers loved the Throwback experiences on Dabbl. At a minute and seven seconds on average, they spent almost twice as long with this experience than the Dabbl average (which itself is significantly more time than the industry average for time spent with ads.)
Consumers also enjoyed the advertising experience, rating it an average 4.3 out of 5.
All this time and good will resulted in more people favoring the brand and wanting to purchase. The experience saw a +57% lift in brand favorability and a +27% lift in purchase intent between those who experienced it and those who didn't.
It also resulted in an 8% click through rate to shop for Chef Boyardee Throwback recipes.
And a month after completion, the Chef Boyardee Throwback experience was still fresh on the minds of many consumers. There was a +168% lift in ad recall between those exposed to those not exposed.
The team at Chef Boyardee also learned about consumer preference for their newly launched product line and its marketing, such as:
- 52% prefer Chef Boyardee Throwback Beefaroni to Throwback Ravioli
- 57% of consumers want more cheese vs. more meat
- 86% of consumers liked the ‘Start the Pardee’ throwback video
- 87% of all consumers said they’d like to try one of the Throwback recipe varieties: Beefaroni, Ravioli, or Lasagna