Janes Chicken

We turned Janes into more than frozen food—we made it a quiet kind of heroism, celebrated in kitchens across the country.

Janes: The Confidence Revolution

Client Category
Food & Beverage · CPG · Frozen Foods

Services Provided
Brand Strategy · Campaign Creative · Digital Content · Social Media · Influencer Strategy · Media Strategy

Business Challenge

Modern parents—especially moms—were facing an impossible equation:
endless demands, shrinking time, and rising expectations to deliver meals that feel fresh, fun, and nourishing.

Janes chicken was already sitting in freezers across Canada.
Reliable. Trusted. Loved.
But it lived in “emergency backup” territory — the meal parents turned to when all else failed.

The challenge wasn’t product quality.
It was perception.

Janes needed to break through dinner stress and become a confidence-building hero, not a last-resort option.

Strategic Insight

Parents didn’t need more complex solutions.
They needed permission to feel proud of simple ones.

Our research revealed a powerful emotional truth:

When parents — especially moms — feel confident in the ingredients they’re serving, they transform from stressed meal managers into creative family heroes.

The opportunity wasn’t convenience alone.
It was empowerment.

This aligned with Bob’s Your Uncle’s strategic lens:
build brands with Emotion, Relevance, and Difference, not more noise.

Creative Solution

We built a platform that elevated Janes from freezer fallback to family superhero:

“Ready for Anything.”

A confidence-first positioning that reframed Janes as the secret weapon parents use to conquer real-life meal curveballs.

Real Parent Transformation Theater

• Social-native video series with authentic parents
• Turned Janes into fun, easy meals:
  • Fish-fillet bánh mì
  • Ketchup-dusted popcorn chicken
  • Unexpected cultural mashups
• Proved creativity doesn’t require stress

Recipe Confidence Building (Video + Social)

• Thumb-stopping content on Instagram, Facebook, and YouTube
• Step-by-step tutorials
• Seamless path from inspiration to execution

Mom-Influencer Alliance

• Trusted parent creators
• “Ready for Anything” hacks shared via IG Stories + Pinterest
• Expanded use occasions and community confidence

Media-Fueled Visibility

• Strategic planning that placed Janes in the moments parents needed confidence most
• Dinner hour, post-school windows, and late-night planning

We didn’t just tell parents Janes was helpful.
We showed them they were capable.

Results

🎥 25M+ video views with a 78% average completion rate
📈 45% lift in recipe-page visits (sustained digital engagement)
🛒 32% increase in first-time trial among target households
💛 18-point jump in brand preference for “quick, nutritious meals”
🏆 Repositioned Janes from backup meal to everyday family hero

Category Takeaway

Janes didn’t just solve dinner problems.
It solved dinner confidence.

By empowering parents with easy wins — not guilt or complexity — the brand shifted perceptions, built loyalty, and transformed the frozen aisle into a place of possibility.

The lesson for marketing leaders?

Don’t just fix functional barriers.
Solve the emotional ones.

When you turn stress into pride, customers don’t just buy your product —
they become grateful advocates who can’t imagine dinner without you.

That’s how Janes became the King of Family Wins.