CLIENT
The Campbell Soup Company
Linda Lee, Chief Marketing Officer
Janda Lukin, Chief Marketing Officer
Marci Raible, VP, Integrated Marketing
Karen Marks, VP, Integrated Marketing
Suzanne Landau, Production Lead
Lisa Zahn, Manager, Brand PR
Re McKenna, Producer
Gerald (Ward) Miller, Director of Global Quality Excellence
Maria Gamble, Director Culinary and Innovation
Sheila Miller, Manager, Test Kitchen
AGENCY
Susan Lulich, EVP, Account Director
Bob Winter, Chief Creative Director
Chris von Ende, SVP, Creative Director
Mike Ward, SVP, Creative Director
Bridget Rose, Executive Producer
Monica Stahl, Account Director
Elizabeth Ritten, Producer
Tukiya Mwanza, Senior Account Executive
The Mars Agency
Kristen Sabol, VP, Client Leadership
Jenna Ashbrechk , VP, Operations
James Scarsella, Creative Director
Spark Foundry New York
SUMMARY
Thanksgiving is a critical holiday for Campbell’s sales. However, this holiday was like no other. Covid restrictions meant more first-time cooks, nervous about cooking a big meal, who might not even make Campbell side dishes. We offered a novel proposition to Manhattanites. By purchasing Campbell’s products on Instacart consumers could sign up for Dinner Insurance for four of Campbell’s most popular Thanksgiving side dishes. The relevance of this gained national media coverage, brought in new younger users, and grew sales vs. year ago for all products.
