Manwich provides strength, nutrition for grade-school outcasts

Posted on Mon Oct 26 2009

It's so embarrassing when you're a kid taking part in a school play about Farmer John's Vegetable Patch, and you show up as a Manwich. Or no, it's not, because each quarter-cup of Manwich equals a half-cup of vegetables, so you're fine! Except the kids are still baffled by your costume, as are your parents, who won't even let you take it off at dinnertime. Which of course consists of Manwiches, making you a cannibal of sorts. This campaign, by DDB San Francisco, is part of ConAgra's strategy to move Manwich from a "hearty" to "nutritional" message. (Research showed the brand's "A sandwich is a sandwich, but a Manwich is a meal" positioning wasn't resonating all that strongly with consumers.) So yes, you can satisfy that full serving of vegetables in lots of different ways, so long as you don't mind being an outcast until at least high school.

—Posted by Elaine Wong


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