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Campbell Canada begins Souper You campaign

Campbell Canada of Toronto has begun a new campaign called "Behold the Souper You," promoting its Chunky soup brand. The campaign makes use of a television commercial that encourages consumers eat good food in order to "release their inner 'souper' hero." The ad was developed in association with Toronto-based Crowdiate, a company that specializes in soliciting advertising ideas from creative staff internationally.

The campaign will begin with 30- and 15-second TV and cinema ads, accompanied by six- and 15-second online ads and a social media component. Media planning and buying is being managed by OMD, with shopper marketing handled by TracyLocke.

"Consumers told us Chunky helps them fill up on good stuff, allowing them to put good stuff out into the world," said Mieka Burns, senior brand manager at Campbell Canada. "While it was certainly fun and personable, our previous brand position didn't reflect this consumer perception, so we needed to reconnect with Canadians authentically without losing the core amiability of the brand. Crowdiate's approach allowed us to dip into an incredibly large creative pool and assess a wide range of ideas to ultimately solve the positioning challenge we faced."

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