Joy is a 1950's-esque woman who's here to help with homemade. Billboards ran along major roadways to catch the consumer when there was only one thing on their mind--dinner. The ads introduced Joy, the campaign spokesperson, showed packaging of the new frozen entrees, and included the benefit--help with homemade--which is something busy-parents can really appreciate in their everyday rush to get (guilt-free)  food on the table.