Integrated Campaign
Positioned as a hungry man’s easy meal, Campbell’s Chunky was losing relevance with a younger generation, seeing year over year decline. Our strategy aimed to shift perceptions from ‘gut fill’ food to ‘feel good’ food, while maintaining the brand’s playful tonality. We generated and refined several advertising ideas for testing, the winner of which scored in the 99th percentile on overall effectiveness – the highest on record for the company. We then developed an integrated communications plan and managed production for TV, cinema and digital video, as well as a novel social activation honoring hundreds of real life unsung heroes with personalized 3D-printed action figures. The brand saw an 8% increase in sales and the ‘Souper You’ campaign was recognized with an Effie for business turnaround.
The Work:
Winning Concept
