Chef Boyardee Revamps Brand Identity with 'Now We're Cheffin' Campaign

The campaign, rolling out this September across social, display, and connected television, serves as the latest milestone in a series of aggressive moves by Hometown Food Company. Since acquiring the brand in 2025, the parent company has sought to modernize the portfolio while leveraging the deep consumer trust built since the brand’s 1928 founding. Beyond traditional marketing, this push includes a high-profile NASCAR partnership and a shift into the dry meals category.

Dan Anglemyer, COO and CMO at Hometown Food Company, pointed to the brand's enduring heritage as a catalyst for its current expansion. By pairing the existing name recognition with a focus on higher protein content and easier preparation, the company aims to secure a stronger foothold in the modern consumer market. The brand continues to center its production operations at its long-standing facility in Milton, Pennsylvania.