Progresso Film WEDDING DRESS by O Positive, Saatchi & Saatchi New York

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Industry Pre-Cooked Meals & Frozen Food
Media Film
Market United States
Agency O Positive
Director Ralph Laucella
Agency Saatchi & Saatchi New York
Art Director Mandy Hoveyda
Copywriter Melinda Kanipe
Editor Tiffany Burchard @ Filmcore Editorial New York
Released February 2011

Credits & Description

Category: Savoury Foods
Product/Service: PROGRESSO SOUP
Production Company: O POSITIVE FILMS, New York, USA
Date of First Appearance: Oct 1 2010
Chief Creative Officer: Con Williamson
Creative Director: Mandy Hoveyda And Melinda Kanipe
Copywriter: Melinda Kanipe
Art Director: Mandy Hoveyda
Agency Producer: Jerry Boyle
Director: Ralph Laucella
Editor: Tiffany Burchard
Editing Company: Cosmo Street

English Description
In the last year Progresso has focused it's advertising on the insight that when people taste our soup they love it so much they want to talk about it. After all, we make soup worth talking about. People often can't believe how good a canned soup can taste, or how good a low calorie soup can taste, or how rich and hearty a soup can be. We wanted to draw attention to this so we created commercials where these ideas were the central communication but were couched in an arresting situation. We also wanted to remind people that we make soup the old fashioned way; with recipes not formulas, with fresh ingredients not freeze dried ones, with real chefs at the helm not R&D people. So we set the spots in the Progresso test kitchen where chefs answered the calls on can phones, underlining the notion that Progresso is an old-fashioned soup company with roots and history. The result: sales went through the roof