OMAHA, NE: ConAgra Foods is launching a major PR push for its new Healthy Choice Mixed Grill products, with PR spending likely in the mid six figures.
Joe Ennen, general manager and VP of Healthy Choice, said the product launch is the largest since the brand debuted in 1989.
ConAgra is working with Dome Communications on the launch. The Chicago shop has handled other ConAgra products, and was approached for the Mixed Grill line about three months ago, said Dome senior consultant Emily Johnson.
PR efforts include sending media kits to 150 newspaper food and new-product editors, along with key trade media and syndicated food writers.
A VNR featuring a health-industry spokesperson will be made available at the end of October. Also starting later this month will be a national contest tied to the Mixed Grill line.
Called "Toughest Guy to Satisfy," the contest involves writing essays on why a certain man is the toughest to satisfy at mealtime. The contest will be backed with radio promotions in 15 major markets, including New York, Chicago, and Los Angeles.
Dome also conducted a consumer survey of 1,000 men to get their thoughts on frozen foods, and will release the survey's results to the press.
While not designed only for men, "we think this will do a better job of satisfying men than other products in the category," said Ennen. The new products offer grilled flavoring and spicy dipping sauces.