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Campbell’s Pitch presentation21,282 views

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LexyKhooFollow Following

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Published on May 5, 2009

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

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Published in: Self Improvement

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Campbell’s Pitch presentation

1. 1. • Low brand loyalty among customers 80% buy other brands besides Campbell's • Target market does not perceiveCampbell'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 andconvenient • 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 ofchemical 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 consciousconsumers • 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 toserve varieties • Target market will only buy high quality food products for their family. Campbell’s is not perceivedto be high in quality by the target market.

6. 6. • Flavour innovation and variety dominate the market share • Reduced sodium and low-fat options • Trustedthroughout 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: coupons9. 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% participatein hiking • 30% golf • 22% have gym memberships

12. 12. • Campaign is National13. 13. • Convenient • Ideas for recipes • Variety of flavours • Quality14. 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 flavours15. 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 family16. 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 Marketing18. 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 allowfor 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 newadvertising 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 TheFood 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 usesfitness 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 fora 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: Toinform 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 achance to show the target market how condensed soup can be easily incorporated into recipes that will satisfy thewhole family.

27. 27. • To create hype among 80% of the target market before the campaign officially launches28. 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 differentinteractive elements.

33. 33. • Objective: To stimulate the relationship between the Campbell’s brand with both loyal consumers and switchers34. 34. • This IMC element will help support the event by informing target market of the event and encouraging their

participation • Collect data for future reference35. 35. Slogan Family time starts with Campbell’s36. 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 howbusy 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 program38. 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 demonstration39. 39. Product sampling, Recipe book – encourage and increase purchase intention Cook off – incorporate Campbell’s

into recipe Family oriented activities40. 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 events41. 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% DirectMarketing

43. 43. • Through incorporating IMC strategies such as advertising, events/PR/buzz, sales promotion, online, and directmarketing, this campaign aims to bring families together and associate the sense of family tradition with Campbell’ssoup because…

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• Convenient • Ideas for recipes • Variety of flavours • Quality • Feel good comfort food • Convenient – quick meal • Classic – trustworthy • Well-known brand – stood the test of ...• To increase brand equity by informing 85% of mothers that Campbell’s can be easily prepared and incorporated into re...• To loving mothers, age 35-49, Campbell’s condensed soup is the classic, trustworthy brand of soup that provides your...• Advertising • Events/P.R/Buzz Marketing • Sales Promotion • Interactive – Online • Direct Marketing • To convince 75% of mothers that Campbell’s condensed soup is a classic family brand that encourages traditional fami...• Key benefit statement Campbell’s wide selection of flavours makes it easy for mothers to prepare a delicious mea...• Emotional + Positive appeal Tone: Warm Manner: Inviting, comforting Personality: Caring, dependable, helpful...• To attract the interest of mothers 35-49 living in Canada. • This will be achieved by embedding the new advertising me...• Television 68% watch TV 5 days a week 90% watch TV during prime time (7-11pm) Large reach, National The ...• OOH Placement in grocery stores; target is primary shopper, advertising at POP Placement in gyms; target use...• Magazine 80% of target are med-heavy users Specific targeting to mothers Can include visual and long copy for a...• Primary objective: To inform 80% of mothers that family time starts with Campbell’s • Secondary objective: ...• Increase target market’s participation with Campbell’s brand through events • Events will give Campbell’s a chance to ...• To create hype among 80% of the target market before the campaign officially launches • Word of mouth will help spread a positive message to Campbell’s target market • P.R will help generate positive media ...• Objective: To motivate 40% of switchers to repeat purchase over the campaign period in order to create loyal use...• 80% of Campbell’s target are switchers. Sales promotion will be an opportunity for Campbell’s to motivate switchers ...• Objective: To increase brand equity by convincing 60% of mothers to participate in Campbell’s website. • Campbell’s website will bring the target market closer with the brand and build a relationship. • Campbell’s web...• Objective: To stimulate the relationship between the Campbell’s brand with both loyal consumers and switchers • This IMC element will help support the event by informing target market of the event and encouraging their participa...Slogan Family time starts with Campbell’s • Idea Recruit actors to play portray a “family”, who travels to kids sports event such as a hockey game. The...• Promote upcoming event • Online registration Event Newsletter/Recipes • An opportunity to collect consumer data ...• Events will be held in Ontario in Fall and Winter months (September and January) • Events aim to bring families togeth...Product sampling, Recipe book – encourage and increase purchase intention Cook off – incorporate Campbell’s into recipe...• Motivate target market to participate in Campbell’s brand by increasing value and exposure Recipes Newsletter ...• To turn switchers into loyal users; encourage repeat purchase • Grocers around Canada will coordinate with Campbell’s ...Spending by Medium 2% 8% Advertising 40% 20% ...• Through incorporating IMC strategies such as advertising, events/PR/buzz, sales promotion, online, and direct market...Campbell’s Pitch presentationCampbell’s Pitch presentationCampbell’s Pitch presentationCampbell’s Pitch presentationCampbell’s Pitch presentationCampbell’s Pitch presentationCampbell’s Pitch presentationCampbell’s Pitch presentationCampbell’s Pitch presentationCampbell’s Pitch presentationCampbell’s Pitch presentationCampbell’s Pitch presentationCampbell’s Pitch presentationCampbell’s Pitch presentation

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