Campbell Soup Company has launched its first-ever umbrella advertising campaign to support all of its U.S. soup brands.
Touting “It’s Amazing What Soup Can Do,” the new campaign will support 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 Campbell’s soups in the simple meals category and drive sales and category growth, the marketing effort will combine the budget of Campbell’s U.S. soup brands and deliver an integrated campaign with spending levels well above $100 million, says the company.
Campbell developed the “It’s Amazing What Soup Can Do” campaign over an 18-month period. This marks the first time Campbell has used a unifying advertising theme to promote all of its major soup brands.
“Our new campaign gets back to highlighting the versatility and variety of our soups and reminding people of all the amazing things soup can do,” said Andrew Brennan, Campbell’s VP and general manager, U.S. Soup.
The “It’s Amazing What Soup Can Do” advertising is designed to contemporize the Campbell’s brand and drive revenue growth for Campbell’s 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.
The campaign presents 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 voice over and each commercial concludes with a graphic and audio tagline: “It’s Amazing What Soup Can Do.”
The first spot to air, “Happier Place,” highlights all Campbell’s branded soups. The 30-second spot is the first of 15 television ads planned.
The scale of 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 campaign, believes the company.
Campbell’s long-time advertising agencies, BBDO-New York and Y&R-New York, co-created the “It’s Amazing What Soup Can Do” campaign.
Campbell Soup Company is a global manufacturer and marketer of foods and simple meals, including soup and sauces, baked snacks and healthy beverages.
Photo courtesy: Campbell