EFFIE AWARDS BRIEF OF EFFECTIVENESS ... amazonaws com
EFFIE AWARDS BRIEF OF EFFECTIVENESS
Campbell’s Soup at Hand: Campbell’s Instead Brand Name: Campbell’s Soup at Hand Product Type or Description: Portable, sippable soup Category for this Entry: Packaged Food/Regular Campaign Title: Campbell’s Instead Agency: BBDO Client: Campbell Soup Company Marketing Challenge As store-bought foods were moving towards increased convenience, the soup category was at a disadvantage. Consumers perceived soup as inconvenient because it took too long to prepare, you couldn't consume it on the go, and quite frankly, it's messy. Campbell's Soup at Hand was developed to solve these problems and tap into an unmet need in the soup category. It took a formerly at-home, kitchen-table-only product and elevated it to the only on-the-go, anytime anywhere soup experience. Our challenge was to prompt consumers to consider Campbell's Soup at Hand as an exciting alternative to their routine lunch options. This was difficult, as the market is inundated with so many convenient food products. How does a premium priced soup cut through the clutter? Also, soup does not occur to them since it is not perceived as mobile. Last, we needed to change consumer's soup consumption behavior, making them feel comfortable with a sippable soup. Budget limitations were also a challenge. We wanted to re-engage existing consumers, acquire new users, and reach a repeat rate substantially higher than that of the new product norm. We did so by shifting our advertising from a fictional approach in F’03 (i.e. woman sipping soup with one hand while playing the piano with another) to a more realistic and relevant orientation in F’04, depicting real life, adult scenarios (i.e. at the office, in the car). We integrated the decision making process into our campaign by interrupting consumers at their moment of choice and telling them to make it “Campbell’s Instead.” Campaign Objectives 1. Grow trial of Campbell’s Soup at Hand by + 10% vs Year 1 2. Drive repeat purchase in excess of the 30% new product norm
EFFIE® Awards New York American Marketing Association 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2005: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the New York American Marketing Association.
Target Audience Active, working women aged 25-54 who are employed full or part-time with a household income of $40,000 plus. She may be single or married with kids, and lives a very busy and active lifestyle. She is often so busy that she’ll grab lunch and occasionally even miss meals. 59% of meals are rushed, 34% of lunches are eaten on the run, and 17% of lunches are skipped (Source: NET 2002). Campbell's Soup at Hand provides her with nourishment in a convenient, on-the-go form to help her get through her active day. She also likes to stay informed by watching television and reading magazines, and enjoys some personal down-time to help unwind at night. Creative Strategy The “Campbell’s Instead” campaign, proposes a delicious, convenient and refreshing alternative to the routine, unfulfilling food choices that are available. Our consumers live fast paced, busy lives and have an overwhelming set of convenient food options, yet they are still dissatisfied. There are too few simple meal choices that fill them up both physically and emotionally. Campbell’s Soup at Hand, a relatively new (national launch F’03) and revolutionary product, gives consumers the goodness of Campbell’s, a warm delicious soup, in a sippable, heat-and-go cup they can hold with one hand. It provides a time-affordable solution and personal satisfaction no other soup marketer can offer. Why settle on a quick fix like vending machine food or a meal replacement bar? Why skip at all? Make it Campbell’s Soup at Hand Instead. Media Strategy In order to provide consistent, competitive reach to our target in the right place at the right time, we communicated our brand message via television, print, online, and out-of-home advertising. Television advertising ($8.9MM F’04) provided broad awareness and strong continuity for the brand, heavily targeting Prime and Morning dayparts when working women are most reachable. We learned that our target often takes personal time to unwind after a busy day by reading their favorite women’s magazines; therefore, we utilized print advertising ($1.7MM F’04) in publications like Oprah Magazine and Redbook, to provide an opportunity to reach our target at a time when they are most receptive. Our target also likes to stay informed online by checking the weather and surfing the Web. Online advertising ($350M F’04) allowed us to communicate our message in specific, heavily trafficked Web properties that aligned with the time of day that proved most effective. Out-of-home advertising ($1.2MM F’04) also provided a strong continuous presence in key geographies, as well as leveraged the synergies between the “at hand” platform and the medium. Campbell’s Soup at Hand’s F’04 advertising budget totaled $12.1MM in comparison to the $13.7MM spent in F’03. The competitors considered were Slim Fast, Balance Energy Bars, and Hot Pockets. In F'04 they spent respectively, $36.4MM YTD, $3.1MM YTD, and $17.4MM YTD, vs. F'03 spending at $117.4MM, $13.5MM, and $8.3MM. Media • • • •
Television Out-of-Home Consumer Magazine Interactive/Online
Total Media Expenditures: •
$10 to under $20 million
EFFIE® Awards New York American Marketing Association 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2005: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the New York American Marketing Association.
Evidence of Results
EFFIE® Awards New York American Marketing Association 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2005: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the New York American Marketing Association.
EFFIE® Awards New York American Marketing Association 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2005: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the New York American Marketing Association.
Campbell’s Soup at Hand: Campbell’s Instead Brand Name: Campbell’s Soup at Hand Product Type or Description: Portable, sippable soup Category for this Entry: Packaged Food/Regular Campaign Title: Campbell’s Instead Agency: BBDO Client: Campbell Soup Company Marketing Challenge As store-bought foods were moving towards increased convenience, the soup category was at a disadvantage. Consumers perceived soup as inconvenient because it took too long to prepare, you couldn't consume it on the go, and quite frankly, it's messy. Campbell's Soup at Hand was developed to solve these problems and tap into an unmet need in the soup category. It took a formerly at-home, kitchen-table-only product and elevated it to the only on-the-go, anytime anywhere soup experience. Our challenge was to prompt consumers to consider Campbell's Soup at Hand as an exciting alternative to their routine lunch options. This was difficult, as the market is inundated with so many convenient food products. How does a premium priced soup cut through the clutter? Also, soup does not occur to them since it is not perceived as mobile. Last, we needed to change consumer's soup consumption behavior, making them feel comfortable with a sippable soup. Budget limitations were also a challenge. We wanted to re-engage existing consumers, acquire new users, and reach a repeat rate substantially higher than that of the new product norm. We did so by shifting our advertising from a fictional approach in F’03 (i.e. woman sipping soup with one hand while playing the piano with another) to a more realistic and relevant orientation in F’04, depicting real life, adult scenarios (i.e. at the office, in the car). We integrated the decision making process into our campaign by interrupting consumers at their moment of choice and telling them to make it “Campbell’s Instead.” Campaign Objectives 1. Grow trial of Campbell’s Soup at Hand by + 10% vs Year 1 2. Drive repeat purchase in excess of the 30% new product norm
EFFIE® Awards New York American Marketing Association 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2005: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the New York American Marketing Association.
Target Audience Active, working women aged 25-54 who are employed full or part-time with a household income of $40,000 plus. She may be single or married with kids, and lives a very busy and active lifestyle. She is often so busy that she’ll grab lunch and occasionally even miss meals. 59% of meals are rushed, 34% of lunches are eaten on the run, and 17% of lunches are skipped (Source: NET 2002). Campbell's Soup at Hand provides her with nourishment in a convenient, on-the-go form to help her get through her active day. She also likes to stay informed by watching television and reading magazines, and enjoys some personal down-time to help unwind at night. Creative Strategy The “Campbell’s Instead” campaign, proposes a delicious, convenient and refreshing alternative to the routine, unfulfilling food choices that are available. Our consumers live fast paced, busy lives and have an overwhelming set of convenient food options, yet they are still dissatisfied. There are too few simple meal choices that fill them up both physically and emotionally. Campbell’s Soup at Hand, a relatively new (national launch F’03) and revolutionary product, gives consumers the goodness of Campbell’s, a warm delicious soup, in a sippable, heat-and-go cup they can hold with one hand. It provides a time-affordable solution and personal satisfaction no other soup marketer can offer. Why settle on a quick fix like vending machine food or a meal replacement bar? Why skip at all? Make it Campbell’s Soup at Hand Instead. Media Strategy In order to provide consistent, competitive reach to our target in the right place at the right time, we communicated our brand message via television, print, online, and out-of-home advertising. Television advertising ($8.9MM F’04) provided broad awareness and strong continuity for the brand, heavily targeting Prime and Morning dayparts when working women are most reachable. We learned that our target often takes personal time to unwind after a busy day by reading their favorite women’s magazines; therefore, we utilized print advertising ($1.7MM F’04) in publications like Oprah Magazine and Redbook, to provide an opportunity to reach our target at a time when they are most receptive. Our target also likes to stay informed online by checking the weather and surfing the Web. Online advertising ($350M F’04) allowed us to communicate our message in specific, heavily trafficked Web properties that aligned with the time of day that proved most effective. Out-of-home advertising ($1.2MM F’04) also provided a strong continuous presence in key geographies, as well as leveraged the synergies between the “at hand” platform and the medium. Campbell’s Soup at Hand’s F’04 advertising budget totaled $12.1MM in comparison to the $13.7MM spent in F’03. The competitors considered were Slim Fast, Balance Energy Bars, and Hot Pockets. In F'04 they spent respectively, $36.4MM YTD, $3.1MM YTD, and $17.4MM YTD, vs. F'03 spending at $117.4MM, $13.5MM, and $8.3MM. Media • • • •
Television Out-of-Home Consumer Magazine Interactive/Online
Total Media Expenditures: •
$10 to under $20 million
EFFIE® Awards New York American Marketing Association 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2005: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the New York American Marketing Association.
Evidence of Results
EFFIE® Awards New York American Marketing Association 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2005: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the New York American Marketing Association.
EFFIE® Awards New York American Marketing Association 116 E. 27th St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 2005: The information available through effie.org is the property of the New York American Marketing Association and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the New York American Marketing Association.
