Bob Evans

01 — About the Client

Bob Evans side dishes had been experiencing some growth at retail, but the brand was struggling to expand outside its core markets.

These challenges were due primarily to a lack of brand awareness and limited distribution outside of the midwest.

02 — Inject A Little Humor

We had been working with Bob Evans for a while doing a plethora of marketing campaigns, but this was different.

They wanted to make a splash with a commercial series that could feature two of the most nostalgic faces for 80s and 90s kids: Alfonso Ribeiro and Jerry O'Connell.

The series would promote two of their most popular microwavable side dishes— Bob Evans' mashed potatoes and macaroni and cheese.

01 — Add A Bit of... Spice

As the writer and project coordinator of this 4-part commercial series, I played a part in nearly every aspect of the journey (yes, this is me coloring in a brand logo on Jerry's shorts).

This multi-spot creative campaign resulted in astonishing increases in sales and unaided awareness, turning what was once a regional brand into a national player.

Bob Evans saw sales spikes across the country, totaling a 9% increase in the first three months, with many stores selling out of product regularly.

The campaign’s success also helped the brand secure additional product distribution nationally.