Announcing! Brandweek is headed to Phoenix, Arizona this September 23–26. Join us there to explore the future of marketing, discover cutting-edge strategies and network with the best in the business.
Canned soup sales have benefited from more people eating their meals at home during the pandemic. The product’s reputation as a healthy source of nutrition, however, is another matter.
To challenge the perception that canned soup can’t be good for you, Campbell’s soup brand Well Yes!, which contains simple ingredients and no artificial additives, has teamed up with actor, comedian and writer Mindy Kaling for a new marketing push.
In a campaign from Leo Burnett Chicago titled “Eat bright,” Kaling explains that people can eat well without compromising on taste, employing lines such as “Cluck yeah,” “Bisque please” and “Basil tov.”
A handful of 15-second spots set to air on Instagram, online video and connected TV show raw vegetables, such as corn, tomatoes, carrots and butternut squash, on a variety of vibrant backgrounds.