Marketing
Stouffer's has launched various marketing campaigns since the 1990s. One such was a packaging change in 1995. To compete with the blossoming restaurant market, Stouffer’s created the Take Home meal, which feeds two. To appeal to customers, Stouffer’s attempted a new marketing strategy that revealed a beige-colored package and the classic Stouffer’s ribbon, which now contained the word “refrigerated”. Stouffer’s pushed this change in an attempt to remove itself from its classic frozen food emphasis. This change pulled the company away from the normal red packaging, which is often associated with frozen foods, and toward a different image.
Stouffer’s also launched the Let’s Fix Dinner campaign around 2010. This campaign focused on bringing families together around the dinner table to share a meal. Stouffer’s used a variety of marketing techniques to help gain awareness for this new campaign. The use of the Internet and print ads was incorporated to hit a wide audience. An online survey, webisodes, blogging round table, Facebook, and Twitter were all used online as a way to spread the word. This marketing technique used social media websites as a way to better market the new campaign. A Let’s Fix Dinner Challenge was also created as a way to help families reach a goal concerning their dinner habits. This campaign built on the emotions of the company's audience as a way to sell product. Commercials revealed families eating together, and research was also provided as a way to prove the benefits of family dinners. Stouffer’s commercials also directed viewers to the website www.letsfixdinner.com to gain more background information and research concerning this topic.
A newer program launched in 2012 titled Stouffer’s Sautes for Two “Put the Two Back in Tuesdays”. This campaign is focused on helping couples reconnect by providing a delicious meal that does not take much time to prepare. The use of Facebook has been incorporated into this program to provide Facebook fans with discounts and coupons to make these meals more appealing. Stouffer’s presented this campaign as a six-week program to challenge couples to connect over an easy dinner.
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