Campbell’s® New Portfolio Advertising Campaign Celebrates Real Life Moments
CAMDEN, N.J.–(BUSINESS WIRE)–Oct. 5, 2015– Campbell Soup Company (NYSE:CPB) today unveiled its first integrated soup portfolio advertising campaign in more than five years. The campaign, Made for Real, Real Life, will feature a collection of moments inspired by the lives of modern American families.
“We make real food for real people,” said Yin Woon Rani, Vice President, Marketing Activation. “This campaign shows how Campbell’s products fit into people’s hectic everyday lives in an authentic, humorous and relatable way.”
The campaign is built around insights into how Americans are living, eating and engaging with each other and brands.
“We talk to thousands of people every year,” Rani said. “We shop with them, cook with them, hang out with them and connect with them on social media. This campaign holds a mirror up to the modern American family, because we know that people respond to brands that understand them and show life how it is, in all its glorious and joyous imperfections.”
Campbell and creative agency BBDO New York, took the ‘real’ insight a step further, casting real families in a number of stories to lend authenticity to the vignettes.
“We wanted to show actual families, which means families of different configurations, cultures, races and life choices,” Rani continued. “The American family is changing faster than at any time in recent history and it is now a true mosaic of shapes and sizes, all bonded through love, and love of good food.”
“There are few brands that are as connected to American consumers as Campbell’s. Our products are found in 88 percent of American households and enjoyed by people aged from two to 102. We have been making food for all American families for 146 years and this campaign celebrates how we can fit into any family’s everyday life.”
The collection of eleven different ads will be featured across a mix of communication channels, including television, digital and social channels, starting October 5 and running through March 2016. The company is significantly stepping up its investment in digital media this year, which will shift to be around 40 percent of the media buy, up from 22 percent last year. Several additional pieces of content supporting the campaign theme and product portfolio news will be shared across a variety of channels through the winter months.
About Campbell Soup Company
Campbell (NYSE:CPB) is driven and inspired by our Purpose, “Real food that matters for life’s moments.” The company makes a range of high-quality soups and simple meals, beverages, snacks and packaged fresh foods. For generations, people have trusted Campbell to provide authentic, flavorful and readily available foods and beverages that connect them to each other, to warm memories, and to what’s important today. Led by its iconic Campbell’s brand, the company’s portfolio includes Pepperidge Farm,Bolthouse Farms, Arnott’s, V8, Swanson, Pace, Prego, Plum, Royal Dansk, Kjeldsens and Garden Fresh Gourmet. Founded in 1869, Campbell has a heritage of giving back and acting as a good steward of the planet’s natural resources. The company is a member of the Standard & Poor’s 500 and the Dow Jones Sustainability Indexes. For more information, visit www.campbellsoupcompany.com or follow company news on Twitter via @CampbellSoupCo.
Source: Campbell Soup Company