Healthy Choice Greens Up for Fall

Healthy Choice plays up its iconic green packaging in ads and promotions

ConAgra breaks a new TV and promotional campaign for Healthy Choice this week.

The national effort, themed "Green is Good," showcases Healthy Choice dinners and launches a slate of new products with heavy TV, coupon sampling, in-store activities and FSIs.

New products include microwaveable soup bowls bowing in September; four frozen dinners launched in June (Sweet Bourbon Steak, Grilled Chicken Monterey, Grilled Chicken with Honey Balsamic Sauce and Fiesta Chicken); ice cream and novelties; pasta sauces; and deli meats.

The tagline plays up the brand's distinctive green packaging, which has 95% consumer recognition, according to ConAgra. The campaign tested in three markets this spring with "a significant lift in sales," said VP-marketing Bill Partyka. "Green Is Good is one of the most comprehensive marketing campaigns we've ever launched for Healthy Choice."