C-K Takes Fresh Approach for Frozen-Soup Line

New York—Cramer-Krasselt plays up Birds Eye’s fresh positioning in a $20 million launch campaign for the client’s Hearty Spoonfuls line of frozen soups.

A television spot that broke last week depicts skeptical far mers who are concerned that putting their vegetables in a canned soup will compromise their quality. The ads go on to ex plain that Birds Eye soups are found in freezers. “Too good for soup” is the tag.

The approach is meant to dispel consumers’ preconceived ideas about soup, said Betsy Brown, svp and associate director of account management at the Milwaukee shop.

“It’s a category that people are used to compromising on,” Brown said. “People like their soup, but most of the vegetables [in it] are wimpy.”

Birds Eye is expected to spend $20 million on advertising and promotion for Hearty Spoonfuls. Initial spending will go to TV and promotions. Print executions are expected to break in the first quarter of 2003 in women’s, health/fitness, parenting and beauty magazines.

C-K won the Birds Eye account in 1998. The shop created the company’s slogan, “Farmer owned, proudly grown.”

The individual-ser ving, microwavable soups use a quick-flash-freeze pro cess that can be completed in as little as 90 minutes from the time the vegetables are picked, which ensures concentrated flavors, brighter colors and better texture, said Mike Curtan, the Green Bay, Wis., client’s business director.

“We’ll provide consumers with a new sensory soup experience,” he said.