Campbell breaks vegetable soup campaign
By Adnews Staff
Toronto-based Campbell Company of Canada has begun a new campaign called "It's What's Inside That Counts" that depicts the company's vegetable soups as a way to eat vegetables more often. The initiative includes a 30-second television commercial called "Harvest of Colours." The ad begins with a black and white view of a field of vegetables. As each type of vegetable is harvested, colour is added to the scene. The ad ends with a boy eating a bowl of soup, the warmth of which colours his face. "Research confirms that the spot not only stirs emotions, it encourages consumers to think of Campbell's vegetable soups in a new light," said Mark Childs, marketing vice-president at Campbell. "The full marketing campaign represents a commitment from Campbell to be even more relevant to today's consumers." The ad, created by BBDO of Toronto, began airing nationally in English Canada at the end of February. It will run until early summer, with peak exposure scheduled for March to coincide with Nutrition Month. This is a national health and wellness program conducted by Dietitians of Canada. Campbell is an official sponsor of the program for 2005. OMD handled the media buying. A public relations campaign by Cohn & Wolfe and retail activities conducted by Accumark will also be used promote the company's focus on health and wellness. In addition, Pursuit contributed business strategy to this campaign, while Proximity created Web materials.