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keepitclassic.ca
Chester Lau & Gloria Pu
Campbell's® Condensed
Soup
HELLO!
Chester aka Ches
BComm ’14
3X Ogilvy Intern; Planner at heart
Lover of marketing, tech, & people
Gloria aka Glo
BComm ’14
2X Startup Champ; Creative at heart
Lover of design, tumblr, & sitcoms
Can Soup be More Than Soup?
Healthy
Affordable
Simple
The Great Recession hits…
…and for the sake of frugality…
begins a temporary trial period
Mo’ Competition, Mo’ Problems
Having lost considerable sales territory to Private Labels, the
Campbell’s Condensed Soup line needs to steal share and reclaim its
rightful place as the non-substitutable leader of the $500M
Canadian soup category
THE UNSETTLING TRUTH OF TEMPORARY TRIAL…
Private labels often taste and work just as good
as their major-brand counterparts
Healthy
Affordable
Simple
BUT IT’S THE EMOTIONAL CONNECTION THAT REALLY
COUNTS…
CATEGORY TRUTH:
Canned soups have
been focusing
communications too
much on the tangible
product, when it’s the
emotion that really
counts.
Having lost considerable sales territory to Private Labels, the
Campbell’s Condensed Soup line needs to steal share and reclaim its
rightful place as the non-substitutable leader of the $500M
Canadian soup category
To overcome a lack of loyalty, Campbell’s must rebuild its credibility
and emotional affinity to stimulate repeat purchase from
consumers who have defected in the face of cash-strapped wallets.
Campbell’s & The Comfort-seeker
Ambitious
Self assured
Connected
Open
Confident
Me, me, me
Tech-savvy
Expressive
The “In-Betweener”
This period is not defined
by age, but rather by a
state of mind.
Comfort-seekers
Derive comfort from familiarity
Reminiscent and nostalgic of
the good ol’ days
HUMAN TRUTH:
When it comes to transitional
periods in their lives, Comfortseekers embrace an
authentic sense of comfort
they can trust and depend on.
CATEGORY TRUTH:
Canned soups have
been focusing
communications too
much on the tangible
product, when it’s the
emotion that really
counts.
 Authentic familiarity
The soup from your childhood
Campbell’s provides a sense of authentic
familiarity you can trust and depend on.
There is no substitute for the comfort of
Campbell’s Condensed Soup.
 Dependability
Longevity of the brand – the inventor
of canned condensed soups
 Trust
There’s nothing more trustworthy
than a pioneer
HUMAN TRUTH:
When it comes to transitional
periods in their lives, Comfortseekers embrace an
authentic sense of comfort
they can trust and depend on.
CATEGORY TRUTH:
Canned soups have
been focusing
communications too
much on the tangible
product, when it’s the
emotion that really
counts.
BRAND TRUTH:
Campbell’s invented the
methodology for producing
condensed soups in 1897.
There’s nothing more comforting
than an authentic and
trustworthy pioneer.
For Comfort-seekers, life is ambiguous right now. When it comes to
cooking for themselves, above all, they just want food that comforts
their hearts with a sense of familiarity they can trust and depend on.
There’s nothing more comforting than
something that, at it’s core, always stays the same.
#KeepItClassic #ClassicComfort
Let’s get down to business
Current
Desired
Behaviour
I buy private-label soups because I’m
cash-strapped. They pretty much taste
the same anyway.
I’m buying Campbell’s soup for a meal
that truly warms my soul with comfort.
Mindset
Campbell’s talks about wholesome
ingredients, but it’s still canned soup…
What happened to the Campbell’s I
used to love, trust, and depend on?
Nothing better than Campbell’s; I can
trust and depend on this authentic and
familiar brand.
To get Comfort-seekers to purchase Campbell’s
Condensed Soups…
By convincing them that there is no substitute for
Campbell’s when it comes to food that comforts
their hearts…
With a sense of authentic familiarity they can trust.
The morning social scan
The morning social scan
Procrastination nation
The morning social scan
Procrastination nation
Grocery shopping like a boss
The morning social scan
Procrastination nation
Grocery shopping like a boss
Mobile me-time
Out-of-home messaging
Point of sale influences
Friends, family, colleagues
Digital: Mobile + desktop
The morning social scan
3PM: Procrastination nation
Grocery shopping like a boss
Mobile me-time
Level of
influence




Awareness
Engagement
Community-building
(Re-)Trial and adoption
We may be transporting you to a time that has passed,
but we do it in a way that is playful, not dated.
The End Game
The Marketing Objective
Rebuilt consumer loyalty by reconnecting with our
consumers emotionally, stimulating repeat purchase
to…
The Business Objective
…steal market share and regain lost sales territory,
reclaiming our rightful place as the non-substituable
leader in the $500M Canadian soup category
The Campbell’s Why:
A Brand Manifesto
During turbulent times that leave us vulnerable, there
are vestiges of the past that we cling to; they carry an
authenticity and familiarity we trust and depend on.
They give us comfort.
During turbulent times that leave us vulnerable, there
are vestiges of the past that we cling to; they carry an
authenticity and familiarity we trust and depend on.
At
we believe that things
shouldn’t always have to change.
Consistency and heritage are necessary
in a world that is unknowingly foregoing
the old in favor of the new.
They give us comfort.
During turbulent times that leave us vulnerable, there
are vestiges of the past that we cling to; they carry an
authenticity and familiarity we trust and depend on.
At
we believe that things
shouldn’t always have to change.
Consistency and heritage are necessary
in a world that is unknowingly foregoing
the old in favor of the new.
They give us comfort.
From the childhood
diner you never fail
to swing by,
to the
to the Gameboy
Color you dusted off
during the holidays,
soup you make so your
cooking tastes just like mum’s.
During turbulent times that leave us vulnerable, there
are vestiges of the past that we cling to; they carry an
authenticity and familiarity we trust and depend on.
At
we believe that things
shouldn’t always have to change.
Consistency and heritage are necessary
in a world that is unknowingly foregoing
the old in favor of the new.
They give us comfort.
From the childhood
diner you never fail
to swing by,
to the
to the Gameboy
Color you dusted off
during the holidays,
soup you make so your
cooking tastes just like mum’s.
That’s the taste of classic comfort
– the taste of
–
the taste you can count on.
keepitclassic.ca
A few tid bits here and there
COMFORT-SEEKERS
DIY-ERS
#YOLO EVANGELISTS
Dealing with
change
I don’t like to be caught off guard; when
things change, I like to be prepared. I
consciously take steps to prepare myself for
the upcoming eras in my life, while keeping
one foot in my comfort zone.
Change is inevitable. I get through
tough times by taking good care of
myself and I’ve done it ever since I
was young.
I’m perfectly comfortable with change and
uncertainty, but I’ll only adapt and change my
ways when I can’t put it off any longer.
Priority of
healthy
eating
I’ll make an effort to cook for myself and eat
healthy, but it’s not my main priority. When
I’m really stressed, I’d readily just eat
comfort food, even if I know it’s less healthy.
Treat your body like a temple! The
only way I can ensure I’m eating
healthily is by cooking for myself.
Homemade foods are my comfort
foods.
I’m not exactly a pinnacle of health. But give
me a break, I’m young and my body’s resilient.
I like to reserve my time for things that matter,
like friends and fun. #YOLO
(Soup)
cooking
habits
I like canned soups, especially the ones that
remind me of mom’s cooking.
Canned soups? I make soup from
scratch, with ingredients I buy
myself.
Even adding water to condensed soups is too
much effort; I’d rather buy ravioli that I just
have to microwave.
Attitude
toward risktaking
The “Classic” version of anything is usually
my favourite - they’re called Classics for a
reason right?
I’ll try new things here and there,
but I’m no daredevil.
I’m always open to trying something new or
weird, especially if I think it might make my life
easier. Microwaveable baggies of soup?
So down.
“I consciously take steps to prepare myself for the upcoming
eras in my life, while keeping one foot in my comfort zone.”
Comfort-seekers
Derive comfort from familiarity
Enlist the help of iconic
childhood brands during
transitional periods in their lives
“When I’m really stressed, I’d readily just eat
comfort food, even if I know it’s less healthy.”
“The “Classic” version of anything is usually my favourite –
they’re called Classics for a reason right?”
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YouTube
Facebook
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displays
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Twitter