Creative
Brand Overview:
Campbell’s Chicken Noodle Soup has always been a classic flavor of dishes in American families over 100 years. Canned soups provide American families a convenient and tasty way of cooking while they are affordable and have a short cooking time. Our products are produced with no antibiotics and artificial flavors and are under food safety certification.
Advertising Objectives
An interactive campaign that allows consumers to become aware that Campbell’s soup is fast and convenient for consumers on the go, and that fast food can be healthy.​
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Focus on the magazines with larger female audiences (Good Housekeeping, Marie Claire and etc)
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Emphasize that our products don’t not include any artificial ingredients
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Target the ingredients of nutritional benefit such as fiber and protein, and address how those are beneficial to our consumers
Current Brand Presence
Facing decreasing sales for years and the wrong impression over our chicken soup, we need to tell consumers that we are trustworthy.
Challenge
People claim that “fast” canned food is unhealthy because it contains ingredients like large amounts of sodium or artificial colors and flavors. On the other hand, more people are pursuing a healthier diet nowadays, so they are more likely to buy fresh and organic products.
Key Message
Campbell’s Chicken Noodle Soup is a fast way to bring nutrients and good flavor into your home.
The Creative Solutions
Main Idea
With an emphasis on the speed and convenience of Campbell’s, we want to show our consumers that a quick meal doesn’t need to be an unhealthy one.
Target Audience
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Women/Housewife
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Live in suburbs
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Age 25-45; Leading millennials and generation X grew up with the classic flavor of Chicken Noodle Soup, family income: 40K+
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Typically those with other family members in the household
What consumers think now v.s. what we want them to think
What we want them to think:
What they think now:
Fast doesn't mean unhealthy. Campbell's products are produced with no antibiotics and artificial flavors and are under food safety certification.
Canned food is made with artificial flavors which is unhealthy
Key Promises
We will create print ads copy emphasize the real ingredients in Campbell's Chicken Soup and the timeframe of cooking Campbell’s which is a short 5 minute process.
Reasons to Believe
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The formula and ingredients show the key nutrients and health benefits that you receive; Only 60 calories per serving, but includes 1 gram of daily fiber, plus protein, calcium, iron, and potassium
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Made with real chicken
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Takes under 5 minutes to cook, it just needs to be warmed up!
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Great for a quick meal when you or your family are on the go
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With covid now present, the need for a classic sick meal like Campbell's chicken noodle soup is booming.
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Campbell's soup has been a pantry staple 1869 and has never let people down
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Sold at a standard price of $2 making it’s not only a quick, delicious, and nutritious meal but is also extremely affordable
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Campbells soup has a shelf life of 2 years so it is affordable but also long lasting
Plan for Deliverables
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Print Ads for magazines
How we bring ideas to life
Insight: Fast & Nutritious
Just because it’s fast, doesn’t mean it's unhealthy. Campbell’s soup is produced naturally using real chicken and nutrients benefiting your health in the most convenient way.
Busy school nights? Long day at work?
Don't waste your time cooking, just sit back and savor the flavor
When life is moving pretty fast, Campbell's can keep it up.
When you're running out of time ; It's Campbell's time
Campbell's soup can deliver you a full meal of nutrients in just 5 minutes. Packed with real chicken, fiber, and daily vitamins, you'll never spend time on cooking again.