Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Campbell’s Pitch presentation

An advertising pitch put together by me and my group when I was studying in Sheridan College.

Related Books

Free with a 30 day trial from Scribd

See all
  • Login to see the comments

Campbell’s Pitch presentation

  1. 1. • Low brand loyalty among customers 80% buy other brands besides Campbell's • Target market does not perceive Campbell's as a high quality brand Only 13% perceive Campbell's to be a high quality brand
  2. 2. • Target market perceives the brand as trustworthy and well known • Brand offers many varieties • Easy to cook and convenient • Affordable price • Heart and Stroke Foundation approved Health Check symbol on Campbell's soup cans • Growth of product line; lower-sodium soups
  3. 3. • Chicken noodle soup top selling flavour in Canada, but perceived as being low quality compared to competitor, Lipton • Campbell's only offers liquid varieties, not packet varieties • Campbell’s recent scrutiny for the use of chemical BPA in some of their cans
  4. 4. • Economic slowdown causing more people to cook at home instead of eating out • Increase consumption through incorporating soup into recipes • Growth of product line to include lower-sodium soups attracts health conscious consumers • Seasonality 100% consume Campbell's during the Winter
  5. 5. • Scrutiny and health risks for their use of chemical BPA in metal cans • Competition offers gourmet and ready to serve varieties • Target market will only buy high quality food products for their family. Campbell’s is not perceived to be high in quality by the target market.
  6. 6. • Flavour innovation and variety dominate the market share • Reduced sodium and low-fat options • Trusted throughout generations
  7. 7. • Campbell's does not offer packet soups • Only offers liquid soup varieties as a recipe ingredient • Campbell's’ chicken noodle soup is not as preferred as Lipton’s chicken noodle soup
  8. 8. • Campbell’s value cookbook • Meal mail: recipes sent via email • Labels for education • Saving centre: coupons
  9. 9. • Lipton Meal Planner Home basics • Primo Official sponsor of Toronto FC (Toronto soccer team)
  10. 10. • Females; Mothers • 35-49 • HHI $75,000+ • HH with children <18 • HH size 3+
  11. 11. • 52% love to cook • 57% search for recipes online • 60% enjoy watching cooking shows • 66% have a sit down meal every evening • 77% purchase Campbell’s soup for the entire family • Lead a healthy lifestyle • 51% participate in hiking • 30% golf • 22% have gym memberships
  12. 12. • Campaign is National
  13. 13. • Convenient • Ideas for recipes • Variety of flavours • Quality
  14. 14. • Feel good comfort food • Convenient – quick meal • Classic – trustworthy • Well-known brand – stood the test of time • Memories – old friends • Dependable • Wide selection of flavours
  15. 15. • To increase brand equity by informing 85% of mothers that Campbell’s can be easily prepared and incorporated into recipes that will satisfy the entire family
  16. 16. • To loving mothers, age 35-49, Campbell’s condensed soup is the classic, trustworthy brand of soup that provides your family with the nourishment they need, and the flavours they love.
  17. 17. • Advertising • Events/P.R/Buzz Marketing • Sales Promotion • Interactive – Online • Direct Marketing
  18. 18. • To convince 75% of mothers that Campbell’s condensed soup is a classic family brand that encourages traditional family values and can be easily incorporated into recipes.
  19. 19. • Key benefit statement Campbell’s wide selection of flavours makes it easy for mothers to prepare a delicious meal that will satisfy the entire family • Support claims Campbell’s offers 7 different varieties – more choices allow for variety of recipes Campbell’s brand has been around for decades and embodies traditional family values
  20. 20. • Emotional + Positive appeal Tone: Warm Manner: Inviting, comforting Personality: Caring, dependable, helpful, trustworthy and family-oriented
  21. 21. • To attract the interest of mothers 35-49 living in Canada. • This will be achieved by embedding the new advertising message into the minds of consumers by increasing frequency during fall and winter.
  22. 22. • Television 68% watch TV 5 days a week 90% watch TV during prime time (7-11pm) Large reach, National The Food Network, TLC , Prime time TV shows (CSI, Amazing Race and etc)
  23. 23. • OOH Placement in grocery stores; target is primary shopper, advertising at POP Placement in gyms; target uses fitness clubs 75% visited a mall in the past 7 days
  24. 24. • Magazine 80% of target are med-heavy users Specific targeting to mothers Can include visual and long copy for a recipe Chatelaine, Today’s Parent, Canadian Living
  25. 25. • Primary objective: To inform 80% of mothers that family time starts with Campbell’s • Secondary objective: To inform 80% of mothers that Campbell’s can be easily incorporated into recipes and satisfy the entire family
  26. 26. • Increase target market’s participation with Campbell’s brand through events • Events will give Campbell’s a chance to show the target market how condensed soup can be easily incorporated into recipes that will satisfy the whole family.
  27. 27. • To create hype among 80% of the target market before the campaign officially launches
  28. 28. • Word of mouth will help spread a positive message to Campbell’s target market • P.R will help generate positive media attention towards Campbell’s new campaign.
  29. 29. • Objective: To motivate 40% of switchers to repeat purchase over the campaign period in order to create loyal users.
  30. 30. • 80% of Campbell’s target are switchers. Sales promotion will be an opportunity for Campbell’s to motivate switchers to become loyal users.
  31. 31. • Objective: To increase brand equity by convincing 60% of mothers to participate in Campbell’s website.
  32. 32. • Campbell’s website will bring the target market closer with the brand and build a relationship. • Campbell’s website will help strengthen the campaign message by communicating with the target market through different interactive elements.
  33. 33. • Objective: To stimulate the relationship between the Campbell’s brand with both loyal consumers and switchers
  34. 34. • This IMC element will help support the event by informing target market of the event and encouraging their participation • Collect data for future reference
  35. 35. Slogan Family time starts with Campbell’s
  36. 36. • Idea Recruit actors to play portray a “family”, who travels to kids sports event such as a hockey game. The “family” will set up their own table and cook Campbell’s soup. • This will emphasize the idea that no matter how busy their lifestyles are, they still manage to enjoy a family meal together.
  37. 37. • Promote upcoming event • Online registration Event Newsletter/Recipes • An opportunity to collect consumer data for future relationship building program
  38. 38. • Events will be held in Ontario in Fall and Winter months (September and January) • Events aim to bring families together and generate positive P.R • Michael Smith Chef at home; product demonstration
  39. 39. Product sampling, Recipe book – encourage and increase purchase intention Cook off – incorporate Campbell’s into recipe Family oriented activities
  40. 40. • Motivate target market to participate in Campbell’s brand by increasing value and exposure Recipes Newsletter Nutritional value Ads for download Coupons • Media will also be able to obtain information of current events
  41. 41. • To turn switchers into loyal users; encourage repeat purchase • Grocers around Canada will coordinate with Campbell’s new campaign; creating hype over events and campaign P.O.P, end-of-aisle Promotion Premium/gifts – recipe book, can opener
  42. 42. Spending by Medium 2% 8% Advertising 40% 20% Events/PR Sales Promotion Interactive 30% Direct Marketing
  43. 43. • Through incorporating IMC strategies such as advertising, events/PR/buzz, sales promotion, online, and direct marketing, this campaign aims to bring families together and associate the sense of family tradition with Campbell’s soup because…

×