Aligning Brands with Consumers Needs

ISSUE

Consumers think the product is “fake”, because of its unique processing which shortens preparation time by 75%. Prior team’s “This Is Real” campaign failed to generate results

SITUATION icon_asses

Consumers think the product is “fake”, because of its unique processing which shortens preparation time by 75%. Prior team’s “This Is Real” campaign failed to generate results

Assessment

  • Researched who was using product and why
    • Discovered that, to many users, product isperfect for use in one-dish meals
  • Reviewed consumer trends
    • Overall decline in amount of time consumers allocating for meal preparation
    • Dramatic increase in need for convenience meal preparation options

ACTIONS icon_act

  • Targeted “Unsure Cooks” who needed help and/or were time-pressed
  • Leveraged brand’s existing one-dish recipes, such as one featuring the product combined with Chicken and Campbell’s Cream of Mushroom soup

SOLUTIONS icon_sol

  • All marketing elements for brand fully integrated and focused solely on one recipe for entire year
  • Recipes featured on packaging, in TV ad, and in all printed material
  • Partnered with Campbell’s Soup Company on FSI’s and mutual on-pack offers
  • Brand declines slowed