Chef Boyardee:
Don’t Cook
Whether you’re a harried single dog mom, a social-climbing sugar baby, an internationally renowned seahorse equestrian, or a professional Twitch streamer, we know your calendar is filled to the brim with everything but cooking.
With Chef Boyardee’s satisfying, portable, ready-to-go meals, you only have to lift a finger to get the food you need but wouldn’t dare prepare.
You have to eat. But no one said you have to cook.
Copy: Todd Konrad, Mackenzie Horras
Art: Matt Goldberg, Todd Konrad
OOH: F**ked Up Food
We launch the campaign with OOH.
You don’t cook because you already spend time on your passions. So what happens when you do try to cook? It comes out f***ed up.
We showcase the consequences of forcing people to cook when they have no skills for it at all.
Social: The Joy of Not Cooking
Given that creators are always looking to upskill in pursuit of living their best lives, let’s make it easier for them. We’ll present to them the Anti-Cooking Channel.
Every episode’s opening credits will feature a can of Chef Boyardee product being opened up and the food quickly reheated for consumption, before moving onto the skill at hand.
Stunt: Kitchen Rescue
If you’re more into your passions than cooking, then why waste a perfectly good kitchen?
This stunt would involve remodeling people’s kitchens into workspaces dedicated to their passions. All you need is your microwave anyway. Put all that other space to work for you.
In addition, we’ll supply cases of Chef Boyardee, a dope microwave, and maybe a pot to cook it over the stove.
Product Extension: Chef’s Koozie
Boyardee lovers are out and about living their best lives; they don’t always have time to go home and heat up lunch.
To support this YOLO lifestyle, we create a special limited edition product that’s one half beer koozie, one-half self-heating warmer.
Simply slip your Boyardee can into the koozie and voila! Warm, delicious Boyardee goodness anytime, anywhere.