Chef Boyardee sales had been declining for four straight years when we got on the business. The day ConAgra signed the bid for this film about a can that follows a little girl home, we received a phone call from the lead client: “Hi. It’s Deb. This better be a great fuckin’ spot.” Several months later, she denied the conversation, but was happy with the results.
This one spot reversed 4 straight years of sales declines and launched 52 weeks of straight growth for the brand. Which in all of our minds made it a “great fuckin’ spot.” In short: if people like your content, people like your brand. Simple.