The Annex and Conagra Brands Tap Lil’ Yachty and Donny Osmond to Give Chef Boyardee a Modern Cultural Makeover - .@ChefBoyardee


The Annex and Conagra Brands Tap Lil’ Yachty and Donny Osmond to Give Chef Boyardee a Modern Cultural Makeover 

Music video is a new take on the iconic jingle

In celebration of Chef Boyardee’s 90th birthday this year, Havas’ The Annex and Conagra Brands dropped an original song and music video today for Chef Boyardee that plays on the nostalgic “Thank Goodness for Chef Boyardee” jingle from the ‘80s. The creative content, which supports the brand’s new “Throwback Recipe Series” combines the swagger of Lil’ Yachty and classic actor, singer and dancer Donny Osmond.

“This work pays tribute to the past and the future of the classic Chef Boyardee brand,” said Jason Peterson, Havas Creative, North America Co-chair and Chief Creative Officer. “We gave every audience, from baby boomers to millenials, something that they could relate to, formed an idea around it and released it in a modern way by doing a full length music video.”


Both artists were deeply involved in the creative process, including writing the song together, producing the beat and appearing together in the music video The Throwback Recipe Series combines everything people loved about the old Chef Boyardee and refreshes the product with vintage labeling and simpler ingredients like tomatoes from California, real Romano cheese and Angus beef. For more information about Chef Boyardee, visit www.chefboyardee.com. To learn more about The Annex, visit annexneversleeps.com.

The Annex and Conagra Brands Tap Lil’ Yachty and Donny Osmond to Give Chef Boyardee a Modern Cultural Makeover - .@ChefBoyardee The Annex and Conagra Brands Tap Lil’ Yachty and Donny Osmond to Give Chef Boyardee a Modern Cultural Makeover - .@ChefBoyardee Reviewed by Tony G on September 10, 2018 Rating: 5

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