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Campaign

Lawry's Digital Dinner Bell

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the rundown

In today’s modern household, getting everyone to the dinner table for a quality, family meal is more challenging than ever. Not only are schedules difficult to align, but dinner has to compete with email, Facebook, Twitter, IM, mobile, video games, and the internet. We wanted to help level the playing field for dinner, and fight fire with fire with technology.

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The Building Blocks

Lawry’s Digital Dinner Bell was born, the modern way to get family and friends to the table. Start by selecting a flavor for tonight's dinner. Next, browse the Lawry's recipe database of the chosen flavor, pick a recipe, and prepare it. When it’s ready, invite family and friends to dinner. With a simple shake, your phone rings the Digital Dinner Bell and lets your family know that dinner is ready via SMS, Facebook posts, or a personalized phone call. It’s the modern way to get your family and friends to the table for a quality, family meal.
  •   Mobile
    Mobile
  •   Social
    Social Media

The Votes

The Details

Agency
Brand
Lawry's
Targeted Regions
  • North America
Marketing Objective
Launch Date
June 28, 2011

The Team

  • R/GA www.rga.com
  • Alan Wong, Flash Developer
  • Amanda Feldman, Production Artist
  • Andrea Lennon, Account Director
  • Ankit Shah, Assistant Media Planner, Buyer
  • Anne Taillandier, Associate Director, Analytics
  • Anthony Wu, Assistant Media Planner, Buyer
  • Arye Dworken, Senior Copywriter
  • Brian Nguyen, Senior Media Planner
  • Christian Behrendt, Creative Director
  • Chuck Tso, Executive Creative Director
  • Danielle Frucci, Associate Creative Director
  • Dave Digiola, Senior Presentation Code Developer
  • Eugene Ahn, Interaction Designer
  • Gerard Crichlow, Senior Social Media Strategist
  • Giselle Quiroz, Visual Designer
  • Jameson Edwards, Software Engineer
  • Jared White, Junior Visual Designer
  • Jennifer Chasse, Manager, Analytics
  • Jihee Yoon, Production Artist
  • Joe Santangelo, Quality Assurance Lead
  • John Berman, Creative Director
  • Karla Bracken, Associate Producer
  • Katrina Bekessy, Senior Open Standards Tech Project Lead
  • Ken ODonnell, Group Director, Media Planning
  • Kris Pito, Art Buyer
  • Leif Abraham, Creative Director
  • Magdalena Wiater, Production Coordinator
  • Mark Fielding, Connections Planning Director
  • Mason Robinson, Technology Team Lead, Solutions Architect
  • Meghan Fredrich, Copywriter
  • Michael Shagalov, Executive Director
  • Nick Katsivelos, Managing Director, Technology & Strategy
  • Richard Kriheli, Associate Director
  • Sunya Ganbold, Senior Producer
  • Taras Wayner, VP, Executive Creative Director
  • Will Binder, Junior Copywriter

The Results

The Digital Dinner Bell is not only useful, but fun. On the Android Marketplace, the app has 367 Ratings, with an average 4-star rating. To date, Digital Dinner Bell has 127,807 Total Installs, which constitutes 70% over the campaign goal. In the Lifestyle Category for free apps, Digital Dinner Bell was ranked #5.

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