Anomaly launched a new campaign for Campbell’s V8 brand, centered around a pair of 15-second broadcast ads.
Entitled “V Is For Vegetables,” the campaign targets a younger demographic than is typical for the brand. Each of the 15-second spots focuses on comparing a V8 Original with other snacks of comparable caloric content. “Granola,” for example, shows how small a portion of a granola bar is equivalent to a can of V8, with the message “This is 30 calories” accompanying each image.
The bite of granola bar, the spot concludes “is not going to cut it,” leading into the “V Is For Vegetables” tagline. Another broadcast spot compares a can of V8 to a banana, which has around the same amount of potassium. The campaign, which launches today, is further supported by a series of digital and social ads, as well as a new website rolling out next week.
While V8 has typically targeted the senior crowd (65+) with its advertising, “V Is For Vegetables” sets its aim about two decades younger, which Campbell Soup Company vice president, marketing, beverages Janda Lukin explained is “part of a larger strategic shift for the V8 brand that consumers will experience across the entire portfolio.”
“We know consumers are now paying much more attention to the food they are putting into their bodies and they want to understand not only nutritional benefits but how it fits into their busy lifestyles; V8 Original is a natural fit for the kind of beverage/snack younger consumers are seeking today – it’s is simple nutrition that is unquestionably good you,” she said, adding that the campaign was timed to launch around New Year’s, a time “when consumers are reevaluating their personal choices, particularly their health choice.”
The “V Is For Vegetables” launch is “only the beginning” of the shift in strategy, she added, and will be followed by “a couple of key creative messages that will appeal to a broad group of consumers including millennials and GenX with the launch of our +Energy campaign coming later this year. ”
Anomaly won creative duties on several Campbell Soup Company prepared food brands in March of 2016 and began working on V8 last year. The agency began developing the “V Is For Vegetables” campaign, its first for the brand, in the second half of 2017.