CAMPBELL'S SOUP KITCHEN by Mediaedge:cia for Arnotts

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CAMPBELL'S SOUP KITCHEN

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Industry Pre-Cooked Meals & Frozen Food
Media Promo & PR, Case study
Market New Zealand
Agency Mediaedge:cia
Released June 2009

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: ARNOTT'S CAMPBELL'S NZ
Product/Service: VELISH SOUPS
Date of First Appearance: Jun 15 2009 12:00AM
Entrant Company: MEDIAEDGE:CIA, Auckland, NEW ZEALAND
Media Group Head: Lee Griffiths (Mediaedge:cia)
Senior Planner/Buyer: Amber Conroy (Mediaedge:cia)
Media placement: Special Event - Sampling Event - 15/06/2009

Results and Effectiveness
We exceeded estimated numbers, serving 34% more people than predicted. Velish saw an increase in sales of 12% in the month that the event ran. After 7 months, we were at 76% of our business objective. The response from the public and media was overwhelming with many comments that it was an original idea and the charity donations were a great way to encourage attendance. “Such a good idea – far more effective than a stand in a supermarket” “I am not sure which flavour to choose – they all sound so good” “This tastes just like homemade stuff”

Creative Execution
With New Zealand following worldwide economic trends, there was considerable media speculation of a return to the “Great Depression” days of the 1930s. Media reporting was all “doom and gloom”. We took the concept of a soup kitchen and turned it into an enjoyable and different product-sampling campaign. A pop-up retail experience would allow us to surprise and delight consumers, as well as create excitement and “talkability”. This concept allowed us to drive both awareness and trial. To ensure attendance, we donated a carton of Velish to the City Mission Charity. This was really compelling as it gave people 2 reasons to attend; a free lunch and a good deed for a worthy charity. Our pop-up cafés were brought to life providing a comfortable, female-focused environment where women can come in, eat, chat and enjoy the experience.

Insights, Strategy & the Idea
Soup is not perceived to be a quick and healthy meal solution. Our challenge was to position Velish as a convenient, healthy meal option that also tastes great. Young professional females were identified as our bullseye target; a group of gregarious women that lead full and busy lives. The brief was to run International magazine creative which, we felt, would not have created the required awareness for Velish. So we came up with an alternative, innovative strategy to engage with consumers and make sure that Velish was top of mind when considering meal options. The Velish pop-up soup kitchen was created giving away free soup to customers for lunch. And for every person that attended, we donated a carton of soup to the City Mission Charity. By taking Campbell’s Velish to the people, we created “talkability” for the brand and drove trial in an engaging way.