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Aligning Brands with Consumers Needs

Issue

$100M food product in seventh year of steady declines

Situation

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

Actions

Solutions
  • 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
  • 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
  • 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