Campbell Soup Co. today (7 September) outlined the details of its first-ever umbrella soup campaign for all its brands on sale in the US.
The marketing push, which comes under the tagline “It’s Amazing What Soup Can Do”, will see Campbell spend over US$100m to breathe fresh life into its soup business in the US, which has seen sales decline in recent months.
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On Friday, Campbell said its US soup sales had fallen 5% in the three months to 1 August. Over the 12 months to the start of August, US soup sales were down 4%.
Andrew Brennan, vice president and general manager for Campbell’s US soup business, said the campaign was a return to “highlighting the versatility and variety of our soups”.
“We reviewed 60 years worth of advertising to better understand what had worked and why,” Brennan said. “Historically, our advertising worked best when it showcased Campbell’s soup as an indispensable food for any occasion. Soup is great for lunch, dinner or as a snack. It can be paired with a variety of foods or poured over meat, pasta or rice as a sauce, or used as an ingredient in a great tasting recipe.”
The campaign, which takes in TV, print and radio commercials, as well as social media activity, will support all Campbell’s soup brands, including Chunky, Healthy Request and Select Harvest.
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By GlobalData
