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Swanson
Great Stuffing Debate

RAN IN: United States

CLIENT
Campbell Soup Company

Sophie Arsenlis - Brand Manager
Chris McGown - Brand Manager
Andrew Spencer - Assoc. Brand Manager

AGENCY
BBDO New York *Lead Agency

Tom Darbyshire - EVP, Executive Creative Director
Brooke Diamond - Acct. Manager
Kim Ryneska - VP, Assoc. Planning Director


G2 *Lead Agency

Tina Antonion - Assoc. Creative Director
Torri Eubanks - Assoc. Acct. Director


MEC

Melissa Gordon - Sr. Partner, Planning Director
Ming Linsley - Director, MEC Social


SUMMARY

For decades, Swanson dominated the broth category, especially around Thanksgiving when cooks used broth in stuffing. But once the competition heated up, Swansons holiday sales took a major hit. Before engaging cooks online, where they did the majority of holiday meal planning, we needed a big insight. Research showed us while cooks agreed its not Thanksgiving without stuffing, nobody agreed what should be in that stuffing. We knew that if we could engage more cooks in a stuffing debate online, then we would drive holiday sales for Swanson.

CASE STUDY

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CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: TV, Interactive, Print, Retail Experience, Consumer Involvement

Audience: Women, Brand Influencers, Young Women (20-35), Families, Mothers

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English