CLIENT
Campbell Company of Canada
Moya Brown, VP, Marketing
Vijiti Dixit, Sr. Brand Manager
AGENCY
Carlos Moreno, SVP, Executive Creative Director
Peter Ignazi, SVP, Executive Creative Director
Nancy Crimi-Lamanna, VP, Associate Creative Director
Deborah Prenger, VP, Associate Creative Director
Aimee DeParolis, Broadcast Producer
Stephanie Hebb, SVP, Managing Director
Meghan Sherwin, Group Acct. Director
Warren Yang, Acct. Coordinator
SUMMARY
With increased competitive pressure challenging Campbells market leadership position, our target, the kitchenista foodie female, needed to know that all broths were not created equal. Choosing the right broth, like choosing the ripest tomatoes or freshest piece of fish, mattered and would make a difference to the outcome. Our campaign, including TV and digital, gave our target the reason to believe that Campbells was the better choice for her recipes, especially over less expensive options. It exceeded all objectives and resulted in positive base dollar consumption growth.
