Campbell's is stepping up efforts to make its condensed soup range
a more potent competitor to other snack foods with new advertising
featuring common household objects and their alternative uses.
The magazine campaign, backed by a £1 million spend, is the first
work by Abbott Mead Vickers BBDO since picking up the £9 million
Campbell's soup and sauces business in the UK six months ago.
The switch ended Campbell's three-year relationship with Rainey Kelly
Campbell Roalfe/Y&R and boosted its relationship with the BBDO network,
which already handles Campbell's business in the US, Canada, Mexico and
The campaign comprises ten executions in which household objects and
their alternative uses are featured alongside Campbell's recipe
The objects include a dining chair which is labelled "doorlock" and a
matchbox captioned as a "nail file".
The strategy is a response to the growing need for companies operating
in the £370 million UK soup market to innovate in order to
Andrew Slamin, the Campbell's grocery products marketing director, said:
"This campaign combines the iconic nature of Campbell's soup with the
versatility of the product to great effect.
"By using the Campbell's tradition we can continue the brand's tradition
of great advertising in a contemporary manner."
The campaign was written by Antonia Clayton, photographed by
Coppibarbieri and art directed by Simon McQueen.
Media is through Zenith.