The winning submission sourced through our community came from a creative team in New York. Their idea: When you eat good food, you unleash your ability to do amazing things. You can become the Souper You.
We developed and implemented an integrated communication plan that included TV, cinema and digital video at launch.
Part of our activity involved a novel social campaign through which we honoured real life unsung heroes with their own personalized action figures.
The campaign was recently recognized with a 2019 Effie effectiveness award for business turnaround.
Positioned as a hungry man’s easy meal, Campbell’s Chunky Soup felt out of step with the times and was seeing year over year decline.
To regain relevancy, our challenge was to reposition the brand for the modern guy more attuned to the values of the current age. A brand less about his stomach and more about his mindset. In essence: ‘Move Chunky Soup from ‘gut-fill’ to ‘thoughtful’ without spilling even a spoonful.’ To do this, we had to connect the quality ingredients of the soup to the proposition that when you eat better, you feel better and as a result, you can do better.
“Crowdiate’s approach gave us access to an impressive creative pool to discover a big idea that solved our positioning challenge and ultimately delivered the most successful advertising on record for the company.”
– Mieka Burns, VP Marketing, Campbell’s
Our approach resulted in a rich crop of ideas that went far beyond product attributes: from naming and pack design to the creative proposition and human insight that drives it all.
Together with our client, we selected the strongest submissions and refined them for consumer testing. Concepts have been masked due to confidentiality.
Our work for Hershey was featured at the 2019 Best New Products Awards.
Over 80% of the concepts tested exceeded BNPA innovation norms.
New Product Concepts
Competing in a densely competitive confectionery category, our client asked us to help innovate a compelling new product line.
What proved especially valuable was the diversity of ideas coming from our global community. The thinking we received from these markets offered up unique concepts that might never have emerged from a more traditional local approach.
“Crowdiate generated an incredible range of original ideas that effectively filled our innovation pipeline. They were fast, flexible, very collaborative and delivered amazing value overall. Looking forward to more projects with them.”
– Vijiti Dixit, Senior Marketing Manager, Hershey’s
The winning submission delivered a simple proposition – give a lift for those who can’t – that appealed to charity-minded donors with an easy mnemonic for people to engage with.
ALS makes muscle movement progressively difficult. So let’s fight this debilitating disease with a simple physical expression. Lift someone up and pose for a pic. Then share, nominate others and encourage donations.
Crowdiate secured pro bono media across the country including advertising vehicles such as elevators and escalators to amplify the ‘lift’ premise.
Despite the millions of dollars worldwide donated to research, we are not yet at the finish line. The fight against ALS continues.
With a minimal budget to cover out of pocket costs, Crowdiate was asked to develop an affordable campaign idea to help continue the fight against ALS. The ‘single most important thing’ that drove our communications strategy was a simple but humane proposition: You don’t need to know someone with ALS to care (about finding a cure).
Our creative community embraced the opportunity to support the cause, coming up with low cost, easy to produce ideas the average citizen would empathize with and feel engaged by.
“Thank you for all the hard work you and your partners have done to support ALS research! Means a lot…you guys are unreal! It’s been super fun working with you on this awesome campaign!”
– Jeffrey Perreault, Co-Founder, ALS Canuck