Dixie Asks People to Turn Off Their Phones for Dinner
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“We don’t want to be in the traditional-family world all the time,” said Mr. Noble. “We do have some families that have two parents, the sort of nuclear household, but we also have multi-generational families that live in the same house and even groups of friends that consider themselves family. That resonates across everyone.”
Additional videos will roll out on the “Dark for Dinner” microsite, including a 60-second version of the TV spot and others that center on weekly themes. The second wave of the campaign, slated to break later this summer, will include a stronger call to action to turn the effort into a cultural trend, Mr. Noble said.
With the campaign, the century-old paper plate brand is shifting away from product-oriented ads towards emotional brand messaging.
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