Thanks to AdWeek for a head's up about some great new work from ConAgra. Healthy Choice online experience is here. Quoting from article:
ConAgra vp of marketing Mike Locascio said the campaign's concept came from a recent Omnibus survey of 2,181 U.S. adults, which showed that 60 percent of workers ate lunch at their desks. The respondents also expressed interest in eating healthier meals. A separate Nielsen study found that consumers 25-54 spend 90 percent of their total Web time during working lunch hours: 11 a.m. to 2 p.m.
"What we've really tried to do here is talk to [consumers] when they're most receptive to the message," Locascio said. "They're really craving for entertainment during the few minutes break they get every day."
The Working Lunch, via interactive agency Bridge Worldwide, Cincinnati, features actors from The Second City improv troupe, and picks up where TV spots for Fresh Mixers left off. Through Nov. 25, ConAgra will air live, streaming videos between noon and 4 p.m. on the Fresh Mixers microsite. The episodes take place in an office meeting-type setting, where viewers can vote on the agenda or content they'd like to see. Viewers can also access the sketch comedy series via the MSN home page.
Will be interesting to see how/if social comes into it - couldn't find a FB group for the campaign.