Branded Entertainment Revival Goes Online With ConAgra Comedy Show

(MoneyWatch)  ConAgra this week launched a painfully unfunny online comedy show called "The Working Lunch." In each thirteen-minute episode, the characters have an office meeting on a particular topic -- determined by user votes -- while eating Healthy Choice Fresh Mixers.

It seems the 1950s tradition of branded entertainment might be making a comeback in the food industry, adjusted for modern life. Dos Equis has a new reality show in which the brand's primary advertising character travels around looking for a new assistant. Meow Mix's "Think Like a Cat" game show, featuring cats and their owners, debuts today. And Ocean Spray this week announced its first television special, "Cranberry Christmas."

ConAgra, however, has skipped television and brought its show directly to the Internet. According to Mike Locascio, the company's vice president of marketing, studies show a majority of office workers eat lunch at their desks.

"What we've really tried to do here is talk to [consumers] when they're most receptive to the message," Locascio said. "They're really craving for entertainment during the few minutes break they get every day."

BMW used online branded entertainment successfully its 2001 online series of short films, "The Hire," but that series had major directors -- and a much sexier product to work with. People don't mind watching a film that's basically about a car.

With food products, however, companies have to be careful not to bludgeon their viewers with too many product images. "If there's a Dos Equis in every shot, no one will be happy," said Emilio Nunez of Mojo HD, which aired the Dos Equis show. The trick is to strike the right balance.

And to have the shows actually be good. Which, judging by what I've seen and read about, is a major challenge for some companies.