An advertising pitch put together by me and my group when I was studying in Sheridan College.

2. • Low brand loyalty among customers
80% buy other brands besides Campbell's
• Target market does not perceive Campbell's as a high
quality brand
Only 13% perceive Campbell's to be a high quality
brand

4. • Target market perceives the brand as trustworthy and
well known
• Brand offers many varieties
• Easy to cook and convenient
• Affordable price
• Heart and Stroke Foundation approved Health Check
symbol on Campbell's soup cans
• Growth of product line; lower-sodium soups

5. • Chicken noodle soup top selling flavour in Canada, but
perceived as being low quality compared to
competitor, Lipton
• Campbell's only offers liquid varieties, not packet
varieties
• Campbell’s recent scrutiny for the use of chemical BPA in
some of their cans

6. • Economic slowdown causing more people to cook at
home instead of eating out
• Increase consumption through incorporating soup into
recipes
• Growth of product line to include lower-sodium soups
attracts health conscious consumers
• Seasonality
100% consume Campbell's during the Winter

7. • Scrutiny and health risks for their use of chemical BPA in
metal cans
• Competition offers gourmet and ready to serve varieties
• Target market will only buy high quality food products for
their family. Campbell’s is not perceived to be high in
quality by the target market.

9. • Flavour innovation and variety dominate the market
share
• Reduced sodium and low-fat options
• Trusted throughout generations

10. • Campbell's does not offer packet soups
• Only offers liquid soup varieties as a recipe ingredient
• Campbell's’ chicken noodle soup is not as preferred as
Lipton’s chicken noodle soup

11. • Campbell’s value cookbook
• Meal mail: recipes sent via email
• Labels for education
• Saving centre: coupons

12. • Lipton
Meal Planner
Home basics
• Primo
Official sponsor of Toronto FC
(Toronto soccer team)

14. • Females; Mothers
• 35-49
• HHI $75,000+
• HH with children <18
• HH size 3+

15. • 52% love to cook
• 57% search for recipes online
• 60% enjoy watching cooking shows
• 66% have a sit down meal every evening
• 77% purchase Campbell’s soup for the
entire family
• Lead a healthy lifestyle
• 51% participate in hiking
• 30% golf
• 22% have gym memberships

16. • Campaign is National

17. • Convenient
• Ideas for recipes
• Variety of flavours
• Quality

18. • Feel good comfort food
• Convenient – quick meal
• Classic – trustworthy
• Well-known brand – stood the test of time
• Memories – old friends
• Dependable
• Wide selection of flavours

20. • To increase brand equity by informing 85% of mothers
that Campbell’s can be easily prepared and incorporated
into recipes that will satisfy the entire family

22. • To loving mothers, age 35-49, Campbell’s condensed soup
is the classic, trustworthy brand of soup that provides
your family with the nourishment they need, and the
flavours they love.

23. • Advertising
• Events/P.R/Buzz Marketing
• Sales Promotion
• Interactive – Online
• Direct Marketing

25. • To convince 75% of mothers that Campbell’s condensed
soup is a classic family brand that encourages traditional
family values and can be easily incorporated into recipes.

26. • Key benefit statement
Campbell’s wide selection of flavours makes it easy for
mothers to prepare a delicious meal that will satisfy
the entire family
• Support claims
Campbell’s offers 7 different varieties – more choices
allow for variety of recipes
Campbell’s brand has been around for decades and
embodies traditional family values

27. • Emotional + Positive appeal
Tone: Warm
Manner: Inviting, comforting
Personality: Caring, dependable, helpful, trustworthy
and family-oriented

29. • To attract the interest of mothers 35-49 living in Canada.
• This will be achieved by embedding the new advertising
message into the minds of consumers by increasing
frequency during fall and winter.

30. • Television
68% watch TV 5 days a week
90% watch TV during prime time (7-11pm)
Large reach, National
The Food Network, TLC , Prime time TV shows
(CSI, Amazing Race and etc)

31. • OOH
Placement in grocery stores; target is primary
shopper, advertising at POP
Placement in gyms; target uses fitness clubs
75% visited a mall in the past 7 days

32. • Magazine
80% of target are med-heavy users
Specific targeting to mothers
Can include visual and long copy for a recipe
Chatelaine, Today’s Parent, Canadian Living

34. • Primary objective:
To inform 80% of mothers that family time starts with
Campbell’s
• Secondary objective:
To inform 80% of mothers that Campbell’s can be
easily incorporated into recipes and satisfy the entire
family

35. • Increase target market’s participation with Campbell’s
brand through events
• Events will give Campbell’s a chance to show the target
market how condensed soup can be easily incorporated
into recipes that will satisfy the whole family.

36. • To create hype among 80% of the target market before
the campaign officially launches

37. • Word of mouth will help spread a positive message to
Campbell’s target market
• P.R will help generate positive media attention towards
Campbell’s new campaign.

38. • Objective:
To motivate 40% of switchers to repeat purchase over
the campaign period in order to create loyal users.

39. • 80% of Campbell’s target are switchers. Sales promotion
will be an opportunity for Campbell’s to motivate
switchers to become loyal users.

40. • Objective:
To increase brand equity by convincing 60% of
mothers to participate in Campbell’s website.

41. • Campbell’s website will bring the target market closer
with the brand and build a relationship.
• Campbell’s website will help strengthen the campaign
message by communicating with the target market
through different interactive elements.

42. • Objective:
To stimulate the relationship between the Campbell’s
brand with both loyal consumers and switchers

43. • This IMC element will help support the event by
informing target market of the event and encouraging
their participation
• Collect data for future reference

45. Slogan
Family time starts with Campbell’s

46. • Idea
Recruit actors to play portray a “family”, who travels
to kids sports event such as a hockey game.
The “family” will set up their own table and cook
Campbell’s soup.
• This will emphasize the idea that no matter how busy
their lifestyles are, they still manage to enjoy a family
meal together.

52. • Promote upcoming event
• Online registration
Event
Newsletter/Recipes
• An opportunity to collect consumer data for future
relationship building program

53. • Events will be held in Ontario in Fall and Winter months
(September and January)
• Events aim to bring families together and generate
positive P.R
• Michael Smith
Chef at home; product demonstration

54. Product sampling, Recipe book – encourage and increase
purchase intention
Cook off – incorporate Campbell’s into recipe
Family oriented activities

56. • Motivate target market to participate in Campbell’s
brand by increasing value and exposure
Recipes
Newsletter
Nutritional value
Ads for download
Coupons
• Media will also be able to obtain information of current
events

59. • To turn switchers into loyal users; encourage repeat
purchase
• Grocers around Canada will coordinate with Campbell’s
new campaign; creating hype over events and campaign
P.O.P, end-of-aisle
Promotion
Premium/gifts – recipe book, can opener

61. Spending by Medium
2%
8%
Advertising
40%
20%
Events/PR
Sales Promotion
Interactive
30%
Direct Marketing

62. • Through incorporating IMC strategies such as
advertising, events/PR/buzz, sales
promotion, online, and direct marketing, this campaign
aims to bring families together and associate the sense of
family tradition with Campbell’s soup because…