campbell soup

Presented by:

Account Planners - Andrehyna Caringella - Dennis Demori

Art Director - Aiden Ho

Copywriter - J. Smith

 The Assignment  Brand Identity  Business Snapshot  The Issue  The Opportunity  Target Audience

TONIGHT’S AGENDA

 Our Insight  The Big Idea  Media Touch Points  Creative Executions  Conclusion  Q&A

HOW CAN CAMPBELL SOUP INCREASE SALES?

THE ASSIGNMENT

Value + Nutrition + Convenience SOURCE: 2008 Annual Report

BRAND IDENTITY

BUSINESS SNAPSHOT

SOURCES: Wikinvest

How Can People Still Eat Well…

…But Spend Less?

THE ISSUE

80% SOURCE: LA Times

THE OPPORTUNITY

The younger, "on-the-go", low-calorie conscious consumers have helped Campbell's gain

70% of the microwaveable, ready-to-serve soup category.

Soup Sales Increase in Down Economy

SOURCE: Wikinvest

FRUGALITY IS BACK IN

STYLE

What’s The Insight

?

Convention: Value, Convenience, Nutrition Out of Reach

Vision: You CAN Have It

CAMPBELL’S MICROWAVABLE SOUPS: CLASSIC FOOD FOR MODERN WOMEN

SOURCE: http://www.koeppeldirect.com/03_08_advertising-female-demographic.htm

MEDIA TOUCH POINTS

High Traffic Areas

Print

Web

CREATIVE - PRINT

CREATIVE - OUTDOOR

CREATIVE - WEB

CONCLUSION: WHY DOES THIS WORK?

STRATEGY CREATIVE

Q & A THANK YOU!!