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.