Stouffer's Tries Warmth to Sell Its Frozen Food
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For the Hispanic audience, Spanish commercials feature Cristina Ramirez, who helps a quadriplegic woman compete in triathlons. Stouffer’s currently under-indexes in sales to Hispanics, something the brand is trying to address.
The videos were directed by David Gelb, who directed “Jiro Dreams of Sushi,” among other films. His skill in shooting food and for food storytelling appealed to Stouffer’s as it tries to think of how to advance itself in “modern American food culture,” says Vo.
The campaign comes as Stouffer’s ventures further beyond traditional American comfort foods, moving into more adventurous flavors and beyond microwave or oven dinners. There are now five lines: classics such as lasagna and mac & cheese; creative comforts like chicken enchiladas; a new Simply Crafted line made with organic ingredients; the Fit Kitchen line focused on nutrition trends; and Cooking Creations, which include bagged meals and new seasoning wraps.
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