Campbell’s launches carton soup

Campbell’s unveils a campaign for its biggest product launch in 30 years this week with a pounds 5 million television blitz for Deliciously Good.

Campbell’s unveils a campaign for its biggest product launch in 30

years this week with a pounds 5 million television blitz for Deliciously

Good.



Deliciously Good is billed as a soup which combines the taste of freshly

made soups with the convenience of the canned variety. Sold in a carton,

it represents Campbell’s biggest innovation since it introduced

condensed soups in the 1960s.



A 30-second TV commercial created by Saatchi & Saatchi spearheads the

launch programme, which also includes a roadshow and tasting schedule

around the country. The ad, which breaks on 15 October, concentrates on

what shoppers will do to acquire a packet of the soup.



Written by Paul Domenet and art directed by Kevin Jones, the ad shows

supermarket shoppers racing down the aisles and hurdling over trollies

to reach the last carton of Deliciously Good on the shelves. The

victorious shopper - an athletic-looking woman - is then shown savouring

her spoils in the form of a steaming bowl of the soup. The ads were

directed by Kevin Molony through Union Commercials.



Campbell’s hopes that Deliciously Good will take as much as half of its

UK soup sales within two years, and is initially introducing four

flavours, including carrot and coriander, and tomato and herb. The range

is designed to cash in on the demand for fresh soups, sparked by the

arrival of the New Covent Garden Soup Company’s range a few years

ago.



Fresh soups in cartons have a relatively short shelf-life compared with

cans and are more expensive. But Campbell’s, the second-largest soup

brand in the UK, hopes that Deliciously Good, with a 16-month shelf-life

and priced at 79p, will be attractive to consumers.



Alison Levett, commercial director at Campbell’s, said: ’This is a key

launch for Campbell’s. The Saatchi & Saatchi commercial will redefine

soup advertising in the same way as Deliciously Good will redefine the

UK soup market.’



Media for the campaign was handled by Zenith Media.



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