- Campbell's has low brand loyalty and is not perceived as high quality by its target market of mothers aged 35-49
- The brand wants to change this perception by promoting how Campbell's soup can be easily incorporated into recipes to satisfy entire families and strengthen family values
- The campaign will use integrated marketing communications including advertising, events, promotions, online interactions and direct marketing primarily through TV, magazines, and in-store displays to connect Campbell's with family traditions and meals.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
Monthly Digital Marketing Planning Template – Plan your monthly digital campaignTrinfinity
Having a solid digital marketing plan for every month may seem like over
optimization but the benefits are indisputable. The sooner you can put a monthly plan into action, the sooner you will be reaping the rewards of Digital marketing – more leads, at a lower cost, generated by a completely scaleable strategy.
Use this template to create a detailed digital marketing plan defining the digital channel strategy for each major market/proposition to provide focus and direction for the future.
Make sure your digital plan is well integrated with all marketing communications and aligns with your business objectives.
Here’s a taste of what you’ll find inside:
- Setup Goals and Metrics
-Define your buyer personas
-Identify your marketing triggers
-Keyword strategy
-Outline your content strategy
-Design your marketing funnel
-Implement & setup support platforms
-Recruit for the skillsets you need
Published at <a>Trinfinity</a>
Discover in this presentation, the digital marketing trends for 2022, a quick review over 2021 trends as well as some of our resources to help you prepare for the next year.
A creative brief is a unifying document that identifies the important key benefits for a campaign or launch. It tells the story and explains why it’s important to the audience, serving as a guide for the creation of new materials. It seems simple. Yet developing an effective creative brief is far more difficult that it may first seem. Learn more about the creative brief and download our free creative map template for 11 critical questions to help you craft a killer creative roadmap.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
The Campbell Soup Company has launched a review of its global media buying and planning business.
“We are pleased with the performance of our current agencies, but believe we can be both more effective and efficient with a more streamlined approach,” a company spokesperson explained in a statement to Adweek confirming the review.
MEC has served as Campbell’s global media agency since the company consolidated its global media buying and planning duties with MEC in 2006. Prior to that, MEC’s New York office had served as Campbell’s U.S. media agency of record, beginning in 1999.
Go-to-market Strategy and Customer Acquisition - Mind your Business 2014 Marie Laenen
Every entrepreneur should have a killer go-to-market strategy, as their success almost entirely depends on it. Find out how good customer acquisition is vital to your business.
How to design a Media Plan Project? It is easy to do it just with having a look at this Advertising Media Plan for Axe deodorant. It is a class project so feel free to share and download it. Just for educational purpose! Fall 2012. Coautors: Al CF, Leslie Montalbano, Clemence Paul and Jerron Granberry. University of North Florida
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
Online reputation management (ORM) is quickly becoming an important branding tool for marketers as people are spending more and more time on the Net. Branding is still a major part of traditional advertising, but with so much business done online now, there is a need to take it to a new level. Having a presence on the Net is no longer enough. Much more is needed to build, maintain and grow your brand and reputation. What is being said about you or your company? How can you find out what is going on out there? How do you engage your audience to influence your brand positively? The presentation slides will cover the following aspects of Online Reputation Management:
1. What is Online Reputation Management
2. How to manage Your Reputation Online – Do’s and Don’ts
3. How to Track your Online Reputation using Reputation Tools
4. How to manage your online reputation using SEO
5. Design an Online Reputation Management Strategy
6. Setting up an Online Contingency Plan
7. Engage and Act
Monthly Digital Marketing Planning Template – Plan your monthly digital campaignTrinfinity
Having a solid digital marketing plan for every month may seem like over
optimization but the benefits are indisputable. The sooner you can put a monthly plan into action, the sooner you will be reaping the rewards of Digital marketing – more leads, at a lower cost, generated by a completely scaleable strategy.
Use this template to create a detailed digital marketing plan defining the digital channel strategy for each major market/proposition to provide focus and direction for the future.
Make sure your digital plan is well integrated with all marketing communications and aligns with your business objectives.
Here’s a taste of what you’ll find inside:
- Setup Goals and Metrics
-Define your buyer personas
-Identify your marketing triggers
-Keyword strategy
-Outline your content strategy
-Design your marketing funnel
-Implement & setup support platforms
-Recruit for the skillsets you need
Published at <a>Trinfinity</a>
Discover in this presentation, the digital marketing trends for 2022, a quick review over 2021 trends as well as some of our resources to help you prepare for the next year.
A creative brief is a unifying document that identifies the important key benefits for a campaign or launch. It tells the story and explains why it’s important to the audience, serving as a guide for the creation of new materials. It seems simple. Yet developing an effective creative brief is far more difficult that it may first seem. Learn more about the creative brief and download our free creative map template for 11 critical questions to help you craft a killer creative roadmap.
A Case Study my partner and I did for Advertising Problems 4040 and LSU. We did a IMC plan along with a new campaign for Red Bull with a $100,000,000 budget.
The Campbell Soup Company has launched a review of its global media buying and planning business.
“We are pleased with the performance of our current agencies, but believe we can be both more effective and efficient with a more streamlined approach,” a company spokesperson explained in a statement to Adweek confirming the review.
MEC has served as Campbell’s global media agency since the company consolidated its global media buying and planning duties with MEC in 2006. Prior to that, MEC’s New York office had served as Campbell’s U.S. media agency of record, beginning in 1999.
Go-to-market Strategy and Customer Acquisition - Mind your Business 2014 Marie Laenen
Every entrepreneur should have a killer go-to-market strategy, as their success almost entirely depends on it. Find out how good customer acquisition is vital to your business.
How to design a Media Plan Project? It is easy to do it just with having a look at this Advertising Media Plan for Axe deodorant. It is a class project so feel free to share and download it. Just for educational purpose! Fall 2012. Coautors: Al CF, Leslie Montalbano, Clemence Paul and Jerron Granberry. University of North Florida
In this report, an integrated communications strategy will be devised for mobile commerce based on the organisation WEVE, who are a joint venture between EE, telefonica (O2) and Vodafone, the three biggest mobile network providers in the UK.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
Online reputation management (ORM) is quickly becoming an important branding tool for marketers as people are spending more and more time on the Net. Branding is still a major part of traditional advertising, but with so much business done online now, there is a need to take it to a new level. Having a presence on the Net is no longer enough. Much more is needed to build, maintain and grow your brand and reputation. What is being said about you or your company? How can you find out what is going on out there? How do you engage your audience to influence your brand positively? The presentation slides will cover the following aspects of Online Reputation Management:
1. What is Online Reputation Management
2. How to manage Your Reputation Online – Do’s and Don’ts
3. How to Track your Online Reputation using Reputation Tools
4. How to manage your online reputation using SEO
5. Design an Online Reputation Management Strategy
6. Setting up an Online Contingency Plan
7. Engage and Act
2016 Business of Farming Conference: Direct Marketing Strategies: Connecting ...asapconnections
Whether you are a new farm trying be noticed or a more established producer looking to expand your customer base, targeted marketing strategies will make better use of your time and money. Join this workshop to learn how to apply classic marketing thinking to your farm business and learn practical and doable steps to define your niche and reach new customers.
Marketing Plan 2014 - Final Project Intrax
Project - Introduce a new brand of bottled water.
Our project was Kids Water, a sparkling water with flavor for kids. New substitute beverage of soft drinks for kids.
Welcome to the Program Your Destiny course. In this course, we will be learning the technology of personal transformation, neuroassociative conditioning (NAC) as pioneered by Tony Robbins. NAC is used to deprogram negative neuroassociations that are causing approach avoidance and instead reprogram yourself with positive neuroassociations that lead to being approach automatic. In doing so, you change your destiny, moving towards unlocking the hypersocial self within, the true self free from fear and operating from a place of personal power and love.
Collocation thường gặp trong đề thi THPT Quốc gia.pdf
Campbell’s Pitch presentation
1.
2. • 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
3.
4. • 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
5. • 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
6. • 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
7. • 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.
8.
9. • Flavour innovation and variety dominate the market
share
• Reduced sodium and low-fat options
• Trusted throughout generations
10. • 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
11. • Campbell’s value cookbook
• Meal mail: recipes sent via email
• Labels for education
• Saving centre: coupons
12. • Lipton
Meal Planner
Home basics
• Primo
Official sponsor of Toronto FC
(Toronto soccer team)
13.
14. • Females; Mothers
• 35-49
• HHI $75,000+
• HH with children <18
• HH size 3+
15. • 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
17. • Convenient
• Ideas for recipes
• Variety of flavours
• Quality
18. • 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
19.
20. • 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
21.
22. • 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.
25. • 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.
26. • 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
29. • 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.
30. • 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)
31. • 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
32. • 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
33.
34. • 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
35. • 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.
36. • To create hype among 80% of the target market before
the campaign officially launches
37. • 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.
38. • Objective:
To motivate 40% of switchers to repeat purchase over
the campaign period in order to create loyal users.
39. • 80% of Campbell’s target are switchers. Sales promotion
will be an opportunity for Campbell’s to motivate
switchers to become loyal users.
40. • Objective:
To increase brand equity by convincing 60% of
mothers to participate in Campbell’s website.
41. • 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.
42. • Objective:
To stimulate the relationship between the Campbell’s
brand with both loyal consumers and switchers
43. • This IMC element will help support the event by
informing target market of the event and encouraging
their participation
• Collect data for future reference
46. • 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.
47.
48.
49.
50.
51.
52. • Promote upcoming event
• Online registration
Event
Newsletter/Recipes
• An opportunity to collect consumer data for future
relationship building program
53. • 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
54. Product sampling, Recipe book – encourage and increase
purchase intention
Cook off – incorporate Campbell’s into recipe
Family oriented activities
55.
56. • 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
57.
58.
59. • 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
60.
61. Spending by Medium
2%
8%
Advertising
40%
20%
Events/PR
Sales Promotion
Interactive
30%
Direct Marketing
62. • 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…
