Campbell conducts Healthy Request campaign
Campbell Canada has begun a campaign supporting the relaunch of its Healthy Request line of canned soups. The initiative focuses on the quality of ingredients and lack of preservatives used in the products. The campaign, developed by Taxi, includes online advertising and video, accompanied by experiential activities and public relations by Com.motion and social media activities. Media buying was conducted by OMD and Exchange Lab. The campaign began last week with product sampling events at temporary Soup Cafés in Toronto and Montreal. Next month, a new website will launch at <http://www.whatsinmyfood.ca>, where the company will answer visitor questions about its products.
"Campbell's Healthy Request is a really important part of an even more open and transparent Campbell's," said Moya Brown, vice-president of marketing at Campbell Canada. "As we embark upon our 85th anniversary this November, we want to celebrate soup and Canadians' long standing love for Campbell's. Healthy Request brings to life our commitment to real food, highest quality ingredients and great taste, all shared with Canadian consumers in an open and transparent way."