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

September 4, 2018 Digital Media Solutions

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.

Reimagining your marketing win?

Contact Digital Media Solutions today.

About the Author

Digital Media Solutions

Digital Media Solutions, LLC (DMS) is the leading global martech company leveraging innovative, performance-driven brand direct and marketplace solutions to connect consumers and advertisers. DMS deploys a robust database of consumer intelligence and leverages massive proprietary media distribution to provide customer acquisition campaigns that grow businesses. Continuing to experience explosive year-over-year growth, DMS has been continuously recognized on the Inc. 5000 list, securing its sixth consecutive ranking in 2019, and the Entrepreneur magazine 360 list. Earlier this year, DMS announced it is anticipating becoming a public company under a reverse merger deal with Leo Holdings Corp. Named one of America’s “Best Places to Work” by Inc. magazine and awarded the Excellence in Lead Generation Award by the LeadsCouncil, DMS brings together some of the industry’s most knowledgeable people, efficient processes and sophisticated technology across the digital marketing spectrum. For more information about DMS, visit digitalmediasolutions.com. Keep up with DMS news at insights.digitalmediasolutions.com and connect with us on LinkedIn at www.linkedin.com/company/digital-media-solutions-group.

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