The soup giant launched its first-ever umbrella campaign to support all of its U.S. soup brands. Touting “It’s Amazing What Soup Can Do,” the new effort covers Campbell’s condensed soup, Campbell’s Chunky soup, Campbell’s Healthy Request soups, Campbell’s Select Harvest soup, as well as soups sold in microwaveable bowls and cups under these brands.
Designed to reposition its soups in the simple meals category and drive sales and category growth, the effort will combine the budget of Campbell’s U.S. soup brands and deliver an integrated campaign with spend well above $100 million. This marks the first time Campbell has used a unifying theme to promote all of its major soup brands.
Campbell’s research indicated that in the “post-Warhol period” of the 1970s and 80s, the company’s advertising had become too focused on the iconic can and few top selling varieties, rather than celebrating the quality ingredients, variety and great taste of its soups. So the new advertising is designed to contemporize the Campbell’s brand and drive revenue growth for U.S. soup business by showing consumers how soup can help people eat better and enjoy every stage of life. The ads present an array of images and positive emotions, such as outdoor activities, energy and happiness.
John Faulkner, Director/Brand Communications, Campbell Soup Company, tells RBR-TVBR: “We are all over the airwaves with our advertising — and will be throughout the fall/winter soup season. I just received the following, which highlights activity this week. Nearly 90% of country should have been exposed to our new advertising by the end of the week.”
Here is the sked for this week:
Tuesday, September 7th
America’s Got Talent 8pm on NBC
The Good Wife 10pm on CBS
See our high-impact ad unit ALL DAY on the AOL.com homepage
Thursday, September 9th
Bones 8pm on FOX
Friday September 10th
Flashpoint 10pm on CBS
20/20 10pm on ABC
Through out the week of 9/6
Today, Good Morning America, The View, Rachel Ray, The Doctors, All My Children, One Life to Live, General Hospital, The Price is Right, Let’s Make A Deal, Days of Our Lives.
HGTV, Food Network, Bravo, MSNBC, Fox News, Lifetime, TNT, AMC, Oxygen, and more. For sports fans, tune into ESPN and NFL Network.
LHJ.com, BHG.com , People.com, RealSimple.com, AllYou.com, MyRecipes.com, Yahoo!, FoodNetwork.com, HGTV.com, AOL, Allrecipes.com, and TasteofHome.com
Sunday September 13th
Look in your local newspaper for the Cambpell’s/CBS insert in Parade magazine
The first spot, “Happier Place,” highlights all Campbell’s branded soups. The 30-second spot is the first of 15 television ads planned. The campaign, which includes television, print, radio, online, social media, along with in-store activation and sales promotion, is significantly larger than any previous Campbell effort.
Long-time AORs BBDO-New York and Y&R-New York, co-created the campaign. Y&R handled ads for Campbell’s Chunky soup and Campbell’s Healthy Request, and BBDO took the lead on Campbell’s condensed soups and Campbell’s Select Harvest soups. Campbell has worked with BBDO for nearly 50 years and with Y&R for nearly 20 years.
The campaign presents the many varieties of Campbell’s soups within a common creative framework. All of the television spots include the same music, cinematography, voice-overs and tagline. Actor Tim Allen provides the v/o and each commercial concludes with a graphic and audio tag: “It’s Amazing What Soup Can Do.”