Outstanding Online Video

To attract new users into the category, the Morningstar Farms brand asked us to get health-conscious women, ages 25–44, to incorporate its frozen, meatless foods into their healthier eating routine.

Through our research, we found that the very best day to make a healthy change is Monday. In fact, you’re 10 times more likely to start a healthy routine on a Monday than any other day of the week. In addition, there is a growing national movement called Meatless Mondays that encourages everyone to go meat-free once a week every Monday.

To capitalize on the power of Mondays, we created this series of online videos that featured women in our target talking about the benefits of eating meatless, and the ways that Morningstar Farms makes going meatless on Mondays delicious and easy. To increase awareness of Morningstar Farms, these videos were used as pre-roll advertising on Mondays and also featured on the brand’s Facebook page.

Contributors:

BIGGS|GILMORE

Location: USA