In this economy, consumers are more budget-conscious and less brand loyal. While creating an emotional connection remains a vital component of successful marketing strategies, addressing the recession must be incorporated in brand communication. An important element of marketing to women is making women feel like you understand them and that you are talking to them, not at them. 
Stouffer’s “Let’s Fix Dinner” campaign centers around bringing family around the dinner table to conjure up warm, fuzzy feelings, while still addressing the economy and families’ need for easy, cost-efficient dinner options.
The second year of this two-year campaign combines TV and Web components and uses impactful research to reach the brand’s super target, moms. Stouffer’s asks compelling questions such as, “Can you give your daughter a better body image by setting the table?” and “Could placemats help keep your kids off drugs?” to make people re-think the value of family dinners. Additionally, Stouffer’s has recognized the importance of online engagement tools and has created an online component where consumers can track the dinnertime routines of five families and keep a personal log of their family dinners at www.letsfixdinner.com.
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