Hungry-Man® Creates iPhone App and Social Media Quest for Maker of Hearty, Frozen Dinners

MOUNTAIN LAKES, NJ (October  2010)— Hungry-Man®, the brand of frozen dinners and entrées known and loved by men everywhere—simultaneously introduces an iPhone app and a social media campaign designed specifically for the 18-34 male consumer to uncover the maker of the Hungry-Man® dinner. 

“Hungry-Man® is the only brand in the frozen food aisle that caters directly to men ages 18-34.” said Senior Brand Manager Kristen Thompson. “We know that men want not only good food, but good entertainment and with the introduction of The Growlator and Hungry Heroes, that’s what we’re delivering.”

For anyone who ever wished they could give a name to the type of hunger they feel, Hungry-Man® now makes it possible with “The Growlator,” the first and only stomach grown translator. Now available as a free download from the iTunes store, this iPhone app was custom made for the male sense of humor. When hunger starts to rear its ugly head, the user simply holds his phone up to his stomach to indentify his growl. The app determines what type of hunger the user has by identifying their stomach growls and translating them into appropriate diagnoses such as "The Jungle Cat." Additionally, anyone can browse the full library of stomach chatter to find out what their stomach is trying to tell them. The Growlator then suggests which Hungry-Man® dinner will best satisfy them and users can update their friends with their designated growl via Twitter or Facebook. There is also a built in functionality for digital coupons and a store locator that directs users to the closest supermarket. 

Hungry-Man® also introduces “Hungry Heroes,” a social media campaign created specifically for its loyal male audience. Through social networking sites and online video, this campaign connects consumers with legends of their own time, who take them on a quest to find the maker of Hungry-Man®.  Each historic hero represents a certain type of today’s man and interacts with consumers through contemporary trends. There are two ways to participate: go to www.hungry-hero.com or text a unique code, which can be found on any purchased Hungry-Man® box.  Consumers can then follow their designated hero on Facebook, Twitter and through YouTube webisodes that show each of the Hungry Heroes’ hilarious and entertaining quests through time to meet the maker of the Hungry-Man® dinner, a question that no one yet knows the answer to.  Participants can look forward to not only humor, but weekly prizes, coupons and more. The founder of the Hungry-Man® dinner will be revealed sometime in November 2010.

In addition to these two initiatives, Hungry-Man® recently introduced a new line of alcohol- infused, pub-style meals called Pub Favorites. Meal options, now nationally available, include Chopped Beef Steak with an Onion Beer Gravy, Beer Battered Chicken and Grilled Bourbon Steak Strip.
                  
For more information on Hungry-Man® frozen dinners and entrées, please visit www.hungry-man.com. Artwork and interviews are available upon request.


About Hungry-Man® Frozen Dinners and Entrées
For over 35 years, Hungry-Man® has been an American icon and an important part of America’s freezer. The Hungry-Man Brand is committed to maintaining its proud tradition of great-tasting, hearty meals for a good price. Hungry-Man Meals include all the old favorites, including Roasted Carved Turkey, Classic Fried Chicken and Salisbury steak. Hungry-Man’s Sports Grill line offers many popular pub meals, including Beer Battered Chicken, Beef Taco and Popcorn Fish. Additionally, Hungry-Man offers a variety of grilled entrées, including Grilled Bourbon Steak Strips and Grilled Southwest Style Chicken. Each Hungry-Man meal offers a full pound of great tasting food to satisfy even the heartiest of appetites. For more information on Hungry-Man Meals, log onto www.hungry-man.com.

About Pinnacle Foods Group LLC

Millions of times a day in more than 85% of American households, consumers reach for Pinnacle Foods brands.  We are a leading producer, marketer and distributor of high-quality branded food products, which have been trusted household names for decades. Headquartered in Mountain Lakes, NJ, our approximately $2.5 billion business employs more than 4,500 people in 21 sites around North America. We are a leader in the shelf stable and frozen foods segments and our brands hold the #1 or #2 market position in 8 out of 12 major category segments in which they compete. Our Duncan Hines Grocery Division manages brands such as Duncan Hines® baking mixes and frostings, Vlasic® pickles, peppers, and relish, Mrs. Butterworth’s® and Log Cabin® syrups, Armour® canned meats, Nalley® and Brooks® chili and chili ingredients, and Open Pit® barbecue sauces. Our Birds Eye Frozen Division brands consist primarily of Birds Eye® vegetables, Birds Eye Steamfresh® vegetables, Birds Eye Viola!® meals, C&W® vegetables and McKenzie’s® vegetables, Freshlike® vegetables, Aunt Jemima® frozen breakfasts, Swanson® and Hungry-Man® dinners and entrees, Van de Kamp’s® and Mrs. Paul’s® seafood, Lender’s® bagels and Celeste® frozen pizza. Our Specialty Food group manages Tim’s Cascade Snacks®, Snyder of Berlin® and Husman’s®. Further information is available at www.pinnaclefoods.com.

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Media Contact:
Lee Makofsky/Stacey Bender
Bender Hammerling Group
(973) 744-0707
Lee.Mako@bhgpr.com