Campbell’s Soup Company Sierra Brown, Kara McKenna, and Burke Riley ADPR 3110 Sabrena Deal Campbell’s Soup Company 1
Research Brief Overview Campbell’s Soup Company is one of the leading consumer packaged goods com- panies, producing an array of products from condensed canned soups, to bever- ages, sauces, and snacks. They sell and produce their products globally across 120 different countries with nearly 30 facilities across the globe. History • 1869 - Campbell’s Company start- • 1962 - Andy Warhol used Camp- ed by Joseph Campbell and Abraham bell’s image in his signature pop art, Anderson. The company’s first product increasing popularity of the brand was ready-to-eat tomato soup. • 1981 - Campbell’s introduces Prego • 1876 - Anderson leaves the partner- pasta sauces. ship. Arthur Dorrance joins Campbell • 1991 - Campbell’s Healthy Request to form a new company. soups are introduced • 1894 - Joseph Campbell retires and • 2007 - Campbell’s was awarded a is last family member in company Certificate of Excellence for its efforts (succeeded by Arthur Dorrance) in lowering sodium levels, by Blood • 1897 - Company began to expand Pressure Canada its product line with 5 varieties of con- • 2010 - Canadian Campbell’s began densed soup. selling soup, certified by the Islamic • 1 898 - Company changes to signa- society of North America as being ha- ture red and white color scheme with lal. (this soup does not exist in the US) gold seal (inspired by Cornell-Penn • 2010 - Label is redone, to show football colors) more of the soup. Only their icon- • 1900 - Campbell’s wins an award in ic soups (Chicken Noodle, Cream of Paris for product excellence. The gold Mushroom, and Tomato) still sport the medallion on the can represents this original label achievement. • 2011 - Slow Kettle soups introduced • 1911 - Campbell’s achieves national to provide a “just like homemade” distribution experience • 1922 - Officially adopts “soup” as • 2011 - Company re-introduced itself its middle name to the UK market after losing owner- ship since 2008 • 1931 - Campbell’s begins radio • 2015 - Established current slogan, advertising slogan “Mm, Mm, Good” with the launch of tomato juice “made for real, real life” • 1948 - Acquired V8 - today’s lead- • 2019 - Campbell’s gains new CEO ing vegetable juice in the US • 1954 - Company goes public 2 Campbell’s Soup Company
Goals/Mission Campbell’s mission is to provide “real food that matters for life’s moments”. With this the company aims to provide foods that bring meaning and substance to life’s events such as sports games, family dinners, and road trips. Campbell’s wants their products to aid in connecting people in these moments and to help them build warm and meaningful memories together. To achieve this goal, Campbell’s provides products crafted with the utmost consideration and care to deliver the most convenient and quality experience to their customers. Their overall goal as a company is to be trusted by their customers as a staple to their daily lives, by providing products that are delicious, safe, ethically sourced, and available at a fair price. Key Words Affordable Purposeful • • Convenient Wide-Ranging • • Trustworthy • Classic • Hearty • Competitors General Mills Inc. General Mills Inc is also a global consumer packaged goods company, pro- ducing snacks, cereals, coups, an easy preparation meals. They are best recognized for their cereals, and easy prep products such as Betty Crocker, Hamburger Helper, Pillsbury, and Green Giant. However, they also produce Progresso canned soups and vegetables in direct competition with Campbell’s. Progresso out-performs Campbell’s despite its more limited soup line. How- ever, Campbell’s has 124 soups with no MSG (Progresso only has 26). Kraft Heinz Food Company Kraft Heinz Food Company is the 3rd largest North American food and bev- erage company and 5th largest company of its type in the world. The compa- ny is best known for their boxed Kraft macaroni and cheese and their Heinz condiments. They do also manufacture snacks Jell-O and Kool-aid which bear some competition to Campbell’s, but their product lines bear enough differ- ences for the company to remain as only a low to moderate threat. Campbell’s Soup Company 3
Competitors Continued Mondelez International Inc. Mondelez International is a global producer of confectionery snacks, foods, and beverages. It directly competes with Campbell’s snack division, producing well-known snack products such as Oreo, Chips Ahoy, and Honey Maid. Their beverage line does not offer much threat, as they sell powdered beverages rather than bottled liquid like V8. Mondelez is ranked above Campbell’s in the snack category. 4 Campbell’s Soup Company
Creative Brief Advertising Problem Consumers don’t believe canned goods can be nutritious. Objective Consumers should believe that Campbells is affordably healthy. Core Message Let Campbell’s support you Insights Currently, Campbell’s’ highest indexes are among college adults and no-college adults as well as lower income (under 50k) with no children. They currently index the highest for people in the 65+ age range as well. Data shows that the 25 - 34 age range shows the lowest index for purchasing Campbell’s. In addition, women aged 18 -24 have been reported to be least likely to say they lead a healthy life and most likely to say they lead a not very healthy lifestyle. This same group also desires to learn about health and wellness from blogs and social media rather than medical profes- sionals. Many consumers with lower incomes, however, have the desire to buy healthy foods even if they cannot afford it. It has also been found that when, buying Campbell’s, shoppers are typically filler their carts, rather than buying a few items at a time, suggesting Campbell’s is a product pur- chased by people who prioritize cooking and having an abundance of food at home. With these in- sights known, Campbell’s has decided to shift their brand focus to GenX and Millennial consumers, with this being the biggest region for growth and having the power to impact future generations of Campbell’s consumers. Campbell’s has the opportunity to convince these consumers that they un- derstand health and how to aid consumers in achieving their health goals while also fulfilling their budgets. This target audience will be best reached on digital marketing platforms, such as social media, Youtube, and Hulu, as research shows the Millennial generation has been found to engage in less linear television viewing, with more preference for streaming platforms such as Netflix and Hulu. In addition, 85% of U.S. Millennials have been found to subscribe to over-the-Internet ser- vices, such as these. Campbell’s Soup Company 5
Target Audience Meet 22 year old Amanda Demographics • Age: 20 - 34 • Lives alone or with roommates • Marital Status: Single • Rents an apartment or home • Income: <50,000 • Education: some college • Ethnicity: Caucasian or Black • Gender: Majority female • Profession: Law Firm Assistant • No Children Psychographics • Values learning about health • Enjoys yoga with friends • Doesn’t like how long it takes to cook • Democratic Political views • Likes lifestyle blogs • Enjoys discovering things on Insta- gram and Twitter • Enjoys spending time with friends • Loves taking photos for Instagram • Attracted to things that promote health benefits • Likes when cooking is fast and easy • Watches Hulu and Netflix 6 Campbell’s Soup Company
Support • Quick hearty recipes under $10 serv- • The Well, Yes! Line offers soups with ing 4 (less than 30 minute cook time) simple ingredients • Lemon Herb chicken recipe uses their • Offers Campbell’s Healthy Request 98% fat free cream of mushroom soup line • Quinoa Cakes recipe serving 8 people • Owns the Pacific Foods line, hosting under $10 natural and organic soups • Over 70 recipes in their for Budget • Campbell’s chefs create homemade and Healthy categories recipes made with the best herbs, spices, seasonings, vegetables, legumes, • 124 soups containing no MSG whole grains and lean meat for con- sumers to enjoy. • Over 30 soups with less than 500 mg of salt sodium. Most of Progresso’s line • The Campbell’s Healthy Request Soup has over 600 mg line is low in saturated fat and choles- terol to reduce the risk of heart disease, • Has recently (as of the end of Decem- so consumers can feel good about what ber 2018) removed artificial colors and they’re eating. flavors from nearly all of its soups Tonality It would be most effective to use a positive/optimistic tone with familiarity and confidence. Confidence is most important because a it has been shown that a lot of people looking to be healthy are confused about how to do so. A confident tone paired with a positive and familiar tone will provide comfort. Essentially the tone should be informative in a gentle manner and attempt to convey understanding of the consumer’s struggle to understand how to be healthy and incorporate healthy foods with ease and on a budget. Since Millennial audiences have lower tolerances for ads, Campbell’s should keep their messages simple and to the point. Campbell’s Soup Company 7
Process Brain Storming The images to the left demonstrate our inital branstorming process for images to associate with our ad strategy as well as ideas we pitched for the static, dynamic, and wild card deliverables. 8 Campbell’s Soup Company
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