Campbell’s in bid to convince consumers of ‘quality and freshness’ of canned soup
Campbell’s is unveiling a new brand campaign for its Country Ladle soups brand in a bid to combat negative perceptions associated with canned food.
Created by Clemenger BBDO Sydney, the “One good thing leads to another” campaign launches on April 18 and focuses on the quality and freshness of the vegetables used in the soups.
The Country Ladle brand TVC is being supported by a new product launch TVC for Country Ladle Lunch Specials, as well as point of sale.
The animated TV ad shows vegetables coming together into a can of Country Ladle.
Credits:
- Client: Campbell’s, Country Ladle, marketing director Chris Blayney
- Agency: Clemenger BBDO
- Head of Art: Chris Badger
- Copywriter: Will Edwards
- Agency TV Producers: Jo Howlett & Simone O’Connor
- Account Management: Cate Stuart-Robertson, Rekishia Jessup
- Account Planning: Paul Blockey
- Production Company: Hornet Inc. NY
- Director: Gabe Askew
- Executive Producer: Michael Feder
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Well, I really like the “one good thing leads to another” slogan, not bad at all! The TVC is tempting, visually appealing and kind of cute. All said and done, fresh is best but who REALLY gets fresh from their supermarket. If produce going into a can of soup is fresher than what we can buy it in the supermarket, then who could complain? Considering that the choice could be canned soup or a Big Mac, I’m hoping the campaign truly does kill the negative perceptions. For me, the campaign is a job well done.
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