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.
Go deeper with GlobalData
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.”
See Also:
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.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalData
