Throwback Thursday: Chef Boyardee Feeds the Need

This impressive spot comes to us courtesy of Chef Boyardee. In line with the common 90s trope, we have the disheveled teen as our hero and the overbearing authority figure as our antagonist.

Thanks to a suspenseful score and quick cuts, the scene is painted beautifully for the viewer as our hero has his delicious beef ravioli stolen out of his locker. The culprit? None other than the principal who bears a strong resemblance to Michael Ironside.

Eventually the resourceful teen rescues his beef ravioli and 10 year olds everywhere rejoiced, clamoring for their respective needs to be fed.

Since their heyday in the late 90s, the “Feed the Need” spots have given way to health-conscious campaigns that appeal to the primary decisionmakers when it comes to children’s diets, mothers.

While adults like myself have fond memories of Chef Boyardee from our childhood, many overlook the brand as a healthy meal or snack.

Chef Boyardee acknowledged that fact in their 2010 rebrand, which led to the company playing up the “wholesome” angle in the campaign’s print ads.

As part of the rebrand, the company debuted its “Obviously delicious. Secretly nutritious.” Campaign in 2010. The marketing push featured a series of charming, Norman Rockwell-inspired prints ads (below).

The days of “Feed the Need” might be long gone, but the Chef Boyardee brand continues to thrive as the company markets their products as wholesome, healthy snacks and promotes cooking dinner as an excellent family bonding activity.

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