CAMPBELL SOUP BEGINS COLD WEATHER CAMPAIGN
By Adnews Staff
Toronto-based Campbell Soup has begun an advertising campaign connected to the recent period of cold weather in southern Ontario. The eight-week campaign, limited to the Greater Toronto Area, began on Jan. 31. It consists of television, radio, print and Web advertising that runs only on days when the temperature is expected to be -5ºC or lower. Philip Donne, president of Campbell Soup, said, "We wanted to associate the creative with two key elements within the media buy; extreme cold and credible weather sources." A 10-second television commercial will run on The Weather Network. The ad shows the mercury in a thermometer dropping until it morphs into a can of soup. A voiceover says, "When its this cold outside, warm up with Campbell's." The spot closes with the tagline "M'm!, M'm! Good!" and the address of a Web site at which visitors can read suggestions for keeping warm during winter. The idea of warming up from the cold with soup is also used in the campaign's Web advertising, print ads and radio spots. Online banner ads are being included in daily emails sent by The Weather Network. Print ads are running on or near the weather pages in The Toronto Star and the Toronto edition of the National Post. Promotional packages with product samples and cold weather trivia have been sent to radio and TV talk shows to encourage on-air exposure and giveaways. Media buying for the campaign was handled by OMD of Toronto.