Bertolli frozen entrees needed to become more top of mind with a younger audience in an increasingly competitive convenience dinner category. Research showed that younger consumers prefer authentic cooking and dining experiences but are still open to convenient dinner solutions. As such, the Mangia TV campaign was developed. It focused on the Italian way of celebrating cooking and dining. Our team created the digital hub for the campaign, featuring video, social, and promotional content.

As part of the integrated Mangia campaign, we developed the Text for a Toast as a way to elevate the consumers' dining experience. We created an SMS and MMS content campaign, where consumers texted us to receive a custom fun, salutatory toast that captured the Mangia philosophy, such as:

 "Share a bottle, not a status." 

"No subject off the table at the table." 

 "May your glass be full and your calendar empty."

The brand featured the toasts in display ads, social media posts, and in-store promotions.