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Lil Yachty and Donny Osmond: Has Chef Boyardee Created the Perfect Jingle?

September 4, 2018 Rachel Schulties

A vintage-style collaboration with rapper Lil Yachty and singer Donny Osmond — that’s a quick description of Chef Boyardee’s latest ad, released just late August.

The sing-along style video features Chef Boyardee’s original recipe and packaging, fusing 1930s marketing with today’s music. The catchy hip-hop jingle doesn’t come as too much of a surprise from Lil Yachty after his Sprite commercial with LeBron James. What catches the audience off guard in this Boyardee commercial, aside from Osmond’s auto-tune, are the green screens, flashy graphics and raining raviolis.

This unlikely pairing proves that sometimes you need to think outside to box to score a lasting impression. It’s hard to get this jingle out of your head, so “start the par-dee” with Chef Boyardee.

Reactions from digital marketers in our office:

It’s fun enough to make me want to try Chef Boyardee again.

I love that vintage-wholesome meets 2000s hip-hop in this commercial. Something feels very back-to-school about this to me. If this rolls in September, they could definitely position themselves as the after-school snack. It’s just funny enough to be taken seriously.

That was a shocking ad. When I pass Chef Boyardee in the grocery store, I’ll think of this commercial. I’ll remember this ad for a long time.

Going bold usually means your message will stick with consumers. Finding a balance between a serious tone and a humorous one is the tricky part — you don’t want consumers to write your ad off as a joke. Judging from our office’s reactions, Chef Boyardee found the perfect blend, expertly positioning their pasta for all age ranges.

Reimaging your marketing win?

Contact Digital Media Solutions today.

About the Author

Rachel Schulties

Rachel Schulties is the Executive Vice President of Agency Services at Digital Media Solutions (DMS), the fastest growing independent agency focused on performance marketing. As the leader of the agency team, Rachel oversees client relationships, agency services, the award-winning Sparkroom performance technology and technical support function that helps clients boost performance and redefine the win. Since its inception, DMS has evolved into a full-service performance marketing company that services firms within highly complex and competitive industries including mortgage, education, insurance, consumer brands, automotive, jobs and careers. DMS has achieved incredible year-over-year growth, which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016 and 2017.

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