IN Food Marketing & Design

Frozen vs. Dry


CLIENT Marzetti Foodservice   •   DATE Winter 2017   •   CATEGORIES Campaign


Objective

To counter the widespread foodservice perception that frozen pasta costs more than dry, showing restaurant operators that factors like labor, waste and time spent preparing dry pasta often negated the cost-per-case comparison.

Approach

We created a video to drive the story of the benefits of using frozen pasta versus dry, which was housed on a landing page with a lead generation form. Viewers were offered a strong CTA of a chance to contact Marzetti® for a custom cost comparison of their dry pasta versus Marzetti Frozen Pasta®. The landing page and video were featured on a variety of paid media advertisements, from display ads to custom targeted emails.