Campbell's Promo SOUP AT HAND HANDWARMER by BBDO Toronto, Proximity Toronto

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Industry Pre-Cooked Meals & Frozen Food
Media Promo & PR
Market Canada
Agency BBDO Toronto
Copywriter Shiran Teitelbaum
Producer Jessica Valentini
Account Supervisor Hanh Vo
Agency Proximity Toronto
Art Director Andrew Mowbray
Released February 2012

Credits & Description

Category: Food and Non-Alcholic Drinks
Senior Vice President/Executive Creative Director: John Gagné (Proximity Canada)
Vice President/Creative Director: Jon Webber (Proximity Canada)
Copywriter: Shiran Teitelbaum (Proximity Canada)
Art Director: Andrew Mowbray (Proximity Canada)
Project Manager: Tyler Lockyer
Producer: Jessica Valentini (Proximity Canada)
Account Director: Jenny Thorne (Proximity Canada)
Senior Vice President/Executive Creative Director: Carlos Moreno (BBDO Toronto)
Senior Vice President/Executive Creative Director: Peter Ignazi (BBDO Toronto)
Group Account Director: Tracy Little (BBDO Toronto)
Account Supervisor: Hanh Vo (BBDO Toronto)
Production House: Keillor Film Industries Inc.
Media placement: Guerilla - Ski Resorts, Bus Stops, Skating Rinks - 18 February 2012

Describe the objective of the promotion.
Soup at Hand®, Campbell’s line of portable soups, lets Canadians take the warmth and comfort of soup outdoors. Our task was to raise awareness of the product during the cold winter months when soup sales increase.

Describe how the promotion developed from concept to implementation.
To promote these portable soups, our idea was to bring the comfort and goodness of Campbell’s outdoors. Instead of just handing out samples, we wanted to create a buzz-worthy Soup at Hand Hand Warmer, and take it to where Canadians needed it most.

The only problem was finding someone who could bring our idea to life. After 4 stunt companies failed to provide a solution, Keillor Film Industries took the project on. By the end, our Hand Warmer was equipped with steam, golf-car batteries to generate heat, and an internal camera to capture people’s smiles.

Explain why the method of promotion was most relevant to the product or service.
The core benefit of Soup at Hand is that you can take these sippable soups anywhere. To highlight this, we brought our Soup at Hand Hand Warmer to ski slopes, ice rinks, and chilly transit shelters. Canadians got to experience a surprising moment of warmth and goodness – the same kind you’d experience if you enjoyed soup on-the-go.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Our promotion was a huge hit. Thousands of Canadians enjoyed the physical warmth of our portable Hand Warmer, helping raise product awareness. In just 3 weeks, over 1,000 samples were handed out and taken to go. Average Campbell’s Facebook page 'likes' increased by 518% during the campaign.

National newspapers and blogs picked up the story, earning a total of 2.6m unique impressions. In fact, the Soup at Hand Hand Warmer proved so successful, Campbell’s US client is considering rolling out this activation at bus stops across North America.