Brand Revitalization · TV · Digital
The Challenge
Hamburger Helper was suffering from a dual problem: outdated consumer perception and nothing genuinely new or improved to offer. Traditional advertising had no ground to stand on.
The solution was to hand the innovation to the consumer. By showing how a few fresh ingredients could transform the dish, we positioned Hamburger Helper as a starting point rather than a finished product — something worthy of real cooking creativity.
The campaign launched simultaneously on television and online, with recipe ideas and kitchen tips driving to HamburgerHelper.ca. The results were remarkable: a sales score turnaround from -10 to +4, putting the brand back into positive territory for the first time in over three years.