Young & Rubicam has developed its first campaign for Campbell’s
condensed soups since it won the #4 million business from Saatchi &
Saatchi in a global roster reorganisation last autumn.
The #2 million campaign continues the soup maker’s ’versatility’
While the ads focus on the soup’s ’deliciously thick and creamy
texture’, they highlight that this not only makes for good soup but
serves as a flexible cooking ingredient.
Two 20-second TV commercials break this week. One demonstrates a ’creamy
chicken, bacon and mushroom’ recipe, while the other shows a ’creamy
chicken and mushroom lasagne’.
They both use the endline: ’Deliciously thick and creamy soup.’
The television work will be broadcast for about one month, followed by a
press campaign that will run until the end of the spring.
Six press executions have been created - three support the mushroom,
vegetable and tomato-flavoured soups, and the remaining ads offer
detailed recipe ideas. They will appear in women’s and style magazines,
beginning in the December issues.
Charlie Stebbings directed the commercials through Park Village, while
media planning and buying is being handled by Zenith Media. The press
work was written by Greg Harper and art directed by Geoff Dodd.
In November, Campbell’s will add two new flavours - roasted vegetables
and chicken and sweetcorn - to its Deliciously Good soup range. The
range, launched through Saatchi & Saatchi last summer, offers the taste
of fresh soup in long-lasting cartons. Y&R is working on 30-second and
ten-second ads to support the range.
Campbell’s introduced the ’versatility’ strategy to its advertising in
the early 90s. The company claims that, since 1990, its share of the UK
soup market has risen from 6.1 per cent to 11 per cent.