campbell soup
DESCRIPTION
How to increase sales?TRANSCRIPT
Presented by:
Account Planners - Andrehyna Caringella - Dennis Demori
Art Director - Aiden Ho
Copywriter - J. Smith
The Assignment Brand Identity Business Snapshot The Issue The Opportunity Target Audience
TONIGHT’S AGENDA
Our Insight The Big Idea Media Touch Points Creative Executions Conclusion Q&A
HOW CAN CAMPBELL SOUP INCREASE SALES?
THE ASSIGNMENT
Value + Nutrition + Convenience SOURCE: 2008 Annual Report
BRAND IDENTITY
BUSINESS SNAPSHOT
SOURCES: Wikinvest
How Can People Still Eat Well…
…But Spend Less?
THE ISSUE
80% SOURCE: LA Times
THE OPPORTUNITY
The younger, "on-the-go", low-calorie conscious consumers have helped Campbell's gain
70% of the microwaveable, ready-to-serve soup category.
Soup Sales Increase in Down Economy
SOURCE: Wikinvest
FRUGALITY IS BACK IN
STYLE
What’s The Insight
?
Convention: Value, Convenience, Nutrition Out of Reach
Vision: You CAN Have It
CAMPBELL’S MICROWAVABLE SOUPS: CLASSIC FOOD FOR MODERN WOMEN
SOURCE: http://www.koeppeldirect.com/03_08_advertising-female-demographic.htm
MEDIA TOUCH POINTS
High Traffic Areas
Web
CREATIVE - PRINT
CREATIVE - OUTDOOR
CREATIVE - WEB
CONCLUSION: WHY DOES THIS WORK?
STRATEGY CREATIVE
Q & A THANK YOU!!