Campbell Soup Company has timed the launch of its pivotal “clean” canned soup line, Well Yes!, for the New Year, supported by a marketing campaign that
suggests small, healthful selections fairly than massive, unrealistic resolutions.
The marketing campaign, #WellYesSecond, is launching with a social media marketing campaign that includes actress (and mom)
Busy Phillipps, of “Dawson’s Creek” and “Cougar Town” fame.
In January, the model will launch movies from BBDO New York. That artistic may also air
on tv in “high-profile, primetime programming and premieres,” a Campbell consultant tells Marketing Daily.
According to Campbell, which isn’t but
previewing the movies, they showcase the soups’ “chef-selected” elements whereas encouraging shoppers to say “yes” to small, constructive decisions every day — a
technique for change that has been proven to be extra profitable than making an attempt to stay to overly formidable resolutions.
In social media, Campbell might be asking shoppers to share a
#WellYesSecond — “whether it’s taking the time to send a handwritten thank you note to a friend or drinking a glass of water first thing in the morning” — on Facebook, Instagram or Twitter.
The social marketing campaign will function a number of items of artistic and supply each video content material and static photographs throughout Facebook and Instagram. Influencers will share private #WellYesSecond
social posts, Campbell stories.
In addition, print advertisements will run in a broad vary of women’s way of life, health and health publications.
On the sampling
entrance, Well Yes! may have a presence on the Women’s Health Wintersköl occasion.
Well Yes! is considered one of Campbell’s key innovation bets because it seeks to
reposition as a maker of handy however pure merchandise. It was, in accordance with the corporate, the brainchild of a gaggle of staff who got down to create soups they needed to eat: flavorful and
using solely easy, wholesome components akin to antibiotic-free hen, kale, quinoa, barley, beans, candy potatoes and entire grains.
The soups are available 9 varieties,
together with minestrone with kale, candy potato corn chowder, and black bean with purple quinoa. They include no synthetic colours, flavors, components or modified starches, and are available 16.6-ounce, non-BPA
lined, recyclable cans (steered retail $2.69). No GMO-free promise is made within the promotional supplies.
“We thought in another way concerning the creation of this soup, from taste
mixtures, to our package deal design to the varieties of elements we sourced,” stated Sophie Arsenlis, director of selling, soup technique at Campbell. “With the Well Yes! model, we
are saying ‘yes’ to actual meals and well-being by solely utilizing elements that buyers know and belief.”
The new model’s area on the Campbell’s website presents extra info.