Conagra-Marie Callender's Dessert

Marie Callender’s, renowned for craveably delicious desserts, particularly pies, presents a holiday activation campaign, “Not Homemade, But Made in My Home.” Embracing TikTok’s trend of sharing Thanksgiving baking fails, the brand aligns with humorous moments and positions its pies as an easy, fail-proof solution for the holidays. In-feed videos by creators showcase funny baking mishaps, emphasizing Marie Callender’s pies as a convenient and delicious alternative. The content aims to drive awareness, mental availability, and trial of Marie Callender’s pies during the festive season, utilizing a positive and genuine brand tone. The organic content was then repurposed in paid ads on TikTok for broader reach. #socialmediamarketing #foodadvertising #branding