CASE STUDY

Kevin's Natural Foods

The Campaign That’s Curing ‘Irritable Parent Syndrome’ One Dinner at a Time

Challenge

Strategy

Results

Challenge

Kevin's Natural Foods challenged FRESH to create and execute a bold campaign designed to 1.) raise brand awareness, 2.) reach busy Millennial and Gen X parents during the chaotic back-to-school season and 3.) position Kevin's heat-and-serve entrees as the perfect solution for anyone looking for a quick, healthy and delicious meal.

Strategy

FRESH partnered with actress Alyson Hannigan to create a campaign that leverages humor to perfectly position Kevin's as the logical answer to the daily "What's for dinner?" conundrum. This hilarious, pharmaceutical-inspired content offers Kevin's as the remedy for the common (fictional-ish?) affliction known as Irritable Parent Syndrome (IPS). And then built an omni-channel PR program to promote the content and partnership.

Results

The multi-pronged campaign generated nearly 5 billion impressions and garnered media coverage in People Magazine, US Weekly, Men's Journal, Extra, Entertainment Weekly and many more! The campaign also earned FRESH the 2025 PRNews Award for best Digital PR Campaign!

Publication

Alyson Hannigan is Embracing the 'Roller Coaster' of Back-to-School Season

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Public Relations

Say Goodbye to Irritable Parent Syndrome (IPS)

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Consumer Survey

Too tired to cook after work? Nearly 80% of Americans are - and some pass out while making food

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