STILL YOUR FAVORITE

Chef Boyardee has been criticized for implying its pasta meals are healthy options with language such as “no artificial preservatives.” In truth, the brand has been listed among the “most unhealthy canned foods on the planet.” However, the reality is that health is not a priority for Chef Boyardee consumers.

When asked why people choose Chef Boyardee, they said versions of “it’s easy,” “it lasts,” and it reminds them of “childhood.” Most did not list the taste or quality. Most interestingly, a significant number of respondents consider the brand a “guilty pleasure.” There are many reasons not to buy Chef Boyardee, but you don’t buy it in spite of those reasons; you buy it because of them.

This campaign owns the brand’s flaws, activates nostalgia, and employs humor to inspire people to buy their “favorite” pasta since 1924.