Collection of real life moments, inspired by modern American families
Multichannel campaign, “Made for Real, Real Life,” launches Oct. 5
CAMDEN, N.J.–(BUSINESS WIRE)–Oct. 5, 2015–
Campbell Soup Company (NYSE:CPB) today unveiled its first
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.
This Smart News Release features multimedia. View the full release here:
“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
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.
To view the campaign: Visit Campbell’s YouTube
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.
View source version on businesswire.com: https://www.businesswire.com/news/home/20151005005864/en/
Source: Campbell Soup Company
Campbell Soup CompanyMegan Haney, 856-342-4978[email protected][email protected]
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