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.
