Conagra Foodservice

The brief

Conagra’s foodservice team wanted to shake things up. Household names like Swiss Miss and Reddi-wip had all the flavour in the world, but in foodservice, they were treated like commodities. The task was to bring them back to life with campaigns that felt fresh, fun, and built for this audience.

My role

I came in to shape the ideas, the words, and the strategy. From campaign concepts and messaging to ad copy and Meta planning. What started as one campaign quickly grew into multiple projects as our work proved successful.

The challenge

Meta doesn’t let you target too precisely. So we had to make it obvious who we were talking to, using foodservice language like 'customers' and 'patrons' so no operator could miss it. Trade press ads, meanwhile, could afford to be a little sharper and to the point.

Our solution

Playful, product-first campaigns. Each one built around what made that brand special – indulgence, authenticity, nostalgia – but always through a foodservice lens.

JHS Peanut Butter Topping

With animated GIF ads, we played up the comeback story of JHS PB Topping...

...dramatizing demand and reminding operators of the topping's cult status...

...this is what your patrons will say when they realise their favorite topping.

Swiss Miss & Reddi-wip

Swiss Miss and Reddi-wip
An awareness and lead-gen campaign built around a simple truth: rebates don’t have to be boring. By borrowing the language of ordering food, the rebate feels like an easy, appealing addition to the menu – playful, familiar, and tailored to foodservice buyers.

Swiss Miss flavored Reddi-wip
A playful awareness campaign for a one-of-a-kind product: hot cocoa-flavoured whipped cream. The idea was to surprise operators by twisting something familiar into something new, using light-hearted copy that made them pause and smile.

Ranch Style Beans

We built an awareness campaign around 'the real taste of the Southwest,' positioning Ranch Style Beans as bold, authentic, and foodservice-ready.

The aim was to grow the brand beyond its Southwestern roots, inviting operators in other regions to bring that distinctive flavour to their menus.

Western-inspired lines and imagery tied it all together, giving the beans a larger-than-life presence operators couldn’t ignore on social media and press ads.