Research, news story, data visualization & media campaign
Pacific Foods: Sunday scaries
Together with our We are Talker news team, we collaborated with Pacific Foods to conduct research and deliver a data-led story around the topic of “Sunday scaries”, as part of their #TGISunday campaign.
The 2024 Pacific Foods campaign set out to replace Sunday dread with “extended weekend joy.” Their mission to reclaim Sundays as the best day of the week encouraged people to find ways to enjoy the day, with a focus on fun recipes and mealtime inspiration.
248
Pieces of online coverage
53
Pieces of broadcast
169
Backlinks from coverage
13
Million online views
Newsworthy insights
What did our research reveal?
We ran an online survey to dig into how Americans really feel about Sundays, what they generally do with the day, and how they combat any feelings of negativity — specifically the Sunday scaries.
The poll of 2,000 adults found that the average respondent experiences the Sunday scaries 36 times a year!
Those who experience the scaries said it is due to stress about what they need to get done during the week, before the week or uncertainty about how the week will go.
Combatting this feeling was important to 62% of respondents who said they prioritize making the most of their weekend. Which included watching their favorite shows (51%), watching movies (42%), sleeping in (42%), cooking (31%) and going for walks (26%).
Gen Z respondents who experience the Sunday scaries, particularly, said they are comforted by eating (34%) and cooking (31%).
A multi-channel campaign featuring Matty Matheson
Partnering with the one and only Matty Matheson (“Yes, chef!”) Pacific Foods launched #TGISunday and challenged people to “Take back your weekend.”
Our research insights were at the heart of the multi-channel campaign, and formed the basis of a survey-led news story — revealing that 60% of Americans have to contend with the scaries, that they tend to hit at around 3:54pm, and that they rob us of around 219 hours of weekend enjoyment a year.
Erika Jubinville, head of Pacific Foods marketing said, “Our mission is to reclaim Sundays and our weekend joy. The weekends shouldn’t end at 3:54 p.m. on Sundays with fear and worry. Let’s remind ourselves that this time is to recharge and use culinary creativity to ease into the week ahead. We partnered with chef Matty Matheson to harness his zest for life and transform Sunday dread into a day of culinary adventures with fun and easy recipes. Friday no longer has a monopoly on joy thanks to #TGISunday!”
Data-driven headlines
A snapshot of earned media coverage
