CLIENT
Campbell Soup Company
James Gilbert, Director of Global Advertising
Oliver Armstrong, Senior Brand Manager
Tim Oswald, Associate Brand Manager
Eric Christianson, Business Director
AGENCY
Tom Darbyshire, SVP Creative Director
Melissa Martinez, Account Director
MEC
Ericka Santos, Partner
Circle One Marketing, LLC
Michael Dill, Managing Partner
G2 Interactive
Andres Valencia, Sr. Account Executive
Weber Shandwick
Jeanne McIntyre, Senior Vice President
SUMMARY
Canned food has come to seem low-quality and highly-processed. To bring Campbell's Condensed soup from the dusty recesses of Baby Boomers? pantries, and onto their tables, we had to dispel many, many misperceptions. Research helped us identify compelling, convincing facts that gave Boomers 'many, many reasons' to rediscover Campbell's soup as authentic nourishment; real food, from real farms. And when we fed them facts, they ate more soup. Significant changes in Boomer's perception of Campbell's Condensed lead to +.10% growth in share.
