Download - Campbell Soup
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Presented by:
Account Planners - Andrehyna Caringella - Dennis Demori
Art Director - Aiden Ho
Copywriter - J. Smith
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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
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HOW CAN CAMPBELL SOUP INCREASE SALES?
THE ASSIGNMENT
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Value + Nutrition + Convenience SOURCE: 2008 Annual Report
BRAND IDENTITY
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BUSINESS SNAPSHOT
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SOURCES: Wikinvest
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How Can People Still Eat Well…
…But Spend Less?
THE ISSUE
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80% SOURCE: LA Times
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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
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FRUGALITY IS BACK IN
STYLE
What’s The Insight
?
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Convention: Value, Convenience, Nutrition Out of Reach
Vision: You CAN Have It
CAMPBELL’S MICROWAVABLE SOUPS: CLASSIC FOOD FOR MODERN WOMEN
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SOURCE: http://www.koeppeldirect.com/03_08_advertising-female-demographic.htm
MEDIA TOUCH POINTS
High Traffic Areas
Web
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CREATIVE - PRINT
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CREATIVE - OUTDOOR
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CREATIVE - WEB
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CONCLUSION: WHY DOES THIS WORK?
STRATEGY CREATIVE
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Q & A THANK YOU!!