ConAgra has partnered with MSN to launch an online sketch comedy series titled “The Working Lunch.” ConAgra is hopes to create buzz for its new campaign “Healthy Choice Fresh Mixers”, which will be featured in the series.
“The Working Lunch” will feature actors from The Second City improv troupe, and picks up where ad spots for Fresh Mixers left off. From November 25, ConAgra will be airing and streaming live videos at the Fresh Mixers microsite, as well as the MSN home page. The series is set in an office meeting, where viewers can vote which agenda or content they’d like to see.
Dave Maly of co-production unit Bridge Worldwide, comments “The American workplace has become the new untapped prime time for reaching this audience.”
ConAgra has already spent $3 million in advertising for its Healthy Choice campaign. The effort is backed by TV ads, which is handled by the Nitro Group, NY.