Campbell Soup Co. this week kicked off the first umbrella campaign for all of its U.S. soups. This time around, ads don't challenge rivals like Progresso, but rather show how consumers from all walks of life turn to Campbell’s soups to reach a “happier place.”
The effort, which spans television, print, radio, online and in-store media, is part of the soup maker’s strategy to reposition its products in the simple meals category. The first spot denotes that eating Campbell’s contributes to a healthier lifestyle, since the soups offer “good nutrition, energy [and] farm-grown ingredients,” Tim Allen, who lends his voice, says.
Tuesday's page takeovers on major web portals--namely AOL, Yahoo and MSNBC.com--introduce the campaign’s new tagline: “It’s amazing what soup can do.”
According to the soup giant, the campaign is different from past efforts in that it highlights the breadth and versatility of Campbell’s entire portfolio. While past ads focused on bestsellers like chicken noodle and tomato soups, the new spots feature products like Healthy Request, Select Harvest, Chunky, and even its microwavable cups and bowls.
The campaign introduces consumers to the different ways they can cook with or serve Campbell’s soups, as well as the “unexpected ingredients that go into [them],” said Campbell rep John Faulkner. It was a natural evolution for the brand, since the health/ nutrition message behind many of its core products had begun to intersect over the years, Faulkner said. For example, Campbell further cut the amount of sodium in its condensed soups this year.
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