As is the case with most brands in need of transforming, few people inside Schwan’s could concisely articulate what the brand stood for. What it meant to its customers. What the driving philosophy was behind everything they did.

Those truths were there, rooted in 50+ years of history, but they had been forgotten in the daily struggle to run a large and complex operation.

So we got the shovel out and uncovered those truths, dusted them off and redefined Schwan’s as a “mom-centric” brand that delivers a benefit on the highest order—helping time-starved moms everywhere be the best moms they can be. We then spent the first six months of the campaign educating and training Schwan’s employees.

In particular, we focused on making the job easier for the all-important Customer Service Managers who deliver meal solutions directly into the homes of their customers. By aligning the brand internally first, we made sure that all future consumer messaging would not only be more efficient and effective, but would ring true every time a customer came in contact with the company.

Following this internal effort, we used a variety of both traditional and nontraditional media to let moms know how important they were. How difficult their jobs had become. And how Schwan’s could help them manage their impossible schedules with planned, easily prepared meals that are actually healthy.

Instead of spending half her day in the kitchen, mom could look forward to that boxy yellow truck arriving to deliver that rarest of commodities: Time. Quality time that she could spend with her family. Or, on occasion, with just herself.

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