Bob Evans: Love at First Bite

Client: Bob Evans
Date: Sep 2019
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Bob Evans Farms today announced the release of a new ad campaign featuring two of America’s funniest television personalities, Jerry O’Connell and Alfonso Ribeiro, titled, 'Love at First Bite.' After experiencing their own 'Love at First Bite' moments, O’Connell and Ribeiro help tell the story about just how good Bob Evans Original Mashed Potatoes and Macaroni and Cheese really are in a series of advertising spots.

'Love at First Bite' captures the moment when people fall in love with Bob Evans for the first time, and the joy it brings bite after bite. The first ad highlights O’Connell and Ribeiro’s first encounter with the homemade taste, the delight in getting it on the table in minutes, and the utter satisfaction of knowing that its coming from a brand who supports families and their communities. With a little help from O’Connell and Ribeiro, Bob Evans tells the story of these Love at First Bite moments while encouraging people to do the same – fall in love at first bite.

The campaign begins with a new commercial titled 'A Sample to Remember,' created by Jekyll and Hyde Advertising. The commercial features O’Connell and Ribeiro running into each other at the grocery store while shopping for ingredients to make dinner with. They soon stumble upon the Bob Evans Farms sample table and taste test Bob Evans Macaroni and Cheese and Original Mashed Potatoes. They fall in love with the dinner sides at the first bite, and uncontrollably take all the product from the sample table. They’re excitement eventually gets them kicked out of the store.

The spot will air on national television, digital and social platforms. Jekyll and Hyde created three more spots for the campaign that are slated to air throughout 2019 and 2020.

Bob Evans Farms has multiple initiatives for the campaign that will continue to tell the story of how consumers can find their “Love at First Bite” with the refrigerated dinner sides. O’Connell and Ribeiro will be participating in a media integration, media days, and share recipes that are both delicious and save time, giving families new-found time to spend together during key holidays and moments. Additionally, Bob Evans will host a giveaway on National Mac and Cheese Day for a chance to win a year’s worth of the designated product.

Credits

Jekyll and Hyde

Bob Evans

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