CLIENT
Campbell Company of Canada
Melissa Mendoza, Marketing Director
Mieka Burns, Senior Brand Manager
Alexandra Burns, Assistant Brand Manager
Karen Lee, Director of Integrated Communications
Mariah Weir, Digital Commerce & Marketing Analyst
Simon Truyens, Insights Manager
Micheline Morrison, Shopper Marketing Manager
Liliana Marando, Senior Shopper Marketing Manager
Viviane Joly, Senior Manager Consumer Insights
Marc Spurgeon, Brand Manager
AGENCY
Chaz King, Art Director
Tony DiPietro, Copy Writer
Aaron Nemoy, Founder & CEO
Ian Mirlin, Creative Director
OMD
Lina Mourdina, Media Buyer
Adam Hart, Media Planner
Daniel Boem, Group Account Director
TracyLocke Canada
Ashley Main, Account Supervisor
Isobar
Antenna Marketing
SUMMARY
Chunky Soup is a mature brand of canned soup that has struggled to maintain relevance with its core male consumers. After years of decline, we took measured steps to turn the business around with an insightful, compelling idea empowering guys to eat better, feel better and do better. The ‘Behold the Souper You’ campaign brought a sense of purpose to the iconic brand without losing its trademark light-hearted personality. This is the highest performing advertising on record for Campbell Canada, far exceeding targets set for year one of the campaign.
