Portland-based strategic creative agency Swift launched a new campaign for Stouffer‘s called ‘It’s What’s on the Inside that Counts,’ the latest chapter of the brand’s ‘Kitchen Cupboard’ commitment. In the series of ads, Swift shows actual families from across the U.S. to share what dinnertime means inside their homes.
The campaign, which reflects the Stouffer’s promise of simplified recipes and more homemade flavors, used honest dialogue instead of scripts to reflect real life.
The ads represent the variety of shapes and sizes a family can take: one a married gay couple and their best friend in NYC, another a recently-returned military man and his three young children in Virginia, and the third a husband and wife who both work in the ER at odd hours in LA.
DIVERGE spoke to the creative team at Swift to find out more:
Where did the idea for this campaign come from?
The idea started with Stouffer’s Kitchen Cupboard initiative—Stouffer’s effort to simplify their recipes and use ingredients you’d find in your own cupboard. This led us to the campaign theme, “It’s what’s on the inside that counts.”
The Inside the Home stories were conceived as a way to show that diverse families across the country are united by common bonds of caring, love and support—that no matter the type of family or home, “it’s what’s on the inside that counts.” And or course, food is a powerful forces that brings us together.
Who is the team behind it?
Nestlé USA’s Stouffer’s team, Swift creative agency and Casanova multicultural agency.
Why is it unique?
The spots feature actual families and friends sharing meals in their own homes and their words are their own.
Why did you choose to have no scripts?
The stories had to be an honest depiction of meal time to emphasize the use of real ingredients. We knew that the stories would be more relatable if told in the families’ own words.
Why are authentic moments so important?
Above all, we wanted our audience to identify with the stories. We wanted the audience to see a bit of themselves in the personalities, situations, and realities of each family. This sense of authenticity also ties to Stouffer’s Lasagna with Meat Sauce—a wholesome, family meal with real ingredients you can trust.
The range of diversity in these ads is wonderful, was that a priority?
Absolutely. Stouffer’s has been serving dinners to families since 1924. Over the years, consumers’ tastes and preferences have evolved, and so has the definition of family. We thought real, diverse families could help us tell the story of how Stouffer’s fits in their lives.
What is the “kitchen cupboard” campaign?
The kitchen cupboard initiative is Stouffer’s effort to shorten and simplify our recipes, starting with our Lasagna with Meat and Sauce. Our Kitchen Cupboard commitment is to only use ingredients consumers might find at home, like vine-ripened tomatoes, freshly made pasta, and real mozzarella.
How important is diversity to Stouffer’s/Swift?
Diversity and inclusivity are core values that Stouffer’s and Swift share. The Stouffer’s brand has a heritage of supporting and feeding the dreams of average Americans—and we believe that mission should be inclusive of everyone. At Swift, we believe in the power of every person and that a variety of perspectives and experiences drives great work.
ASSOCIATE BRAND MANAGER: Tim Wallenhorst
DIRECTOR OF MARKETING: Tilman Moe
MARKETING MANAGER: Biana Suchter
CREATIVE AGENCY: Swift
CHIEF CREATIVE OFFICER: Alicia McVey
EXECUTIVE CREATIVE DIRECTOR: Rick Albano
GROUP CREATIVE DIRECTOR: Cat Hyland
CREATIVE DIRECTOR: Tian Mullholland, Otis Rubottom
STRATEGY: Josie Goldberg, Emily Smith
ACCOUNT MANAGEMENT: Jaime Komitor, Michelle Borgese, Randi Roth
PRODUCTION: Bailey Phillips, Bre Maris, BreAnna Wilson
DIRECTOR: Karen Fisher