Campbell's Meatballs - How we Snookered the Market

Julie Ogley

Campaign to rejuvenate/reposition a tired brand in a declining market. Meatballs as a category were distrusted by mothers and overtaken by more `modern' convenience foods.
Agency: Saatchi & SaatchiAuthor: Julie Ogley

Campbell's Meatballs: 'How we snookered the market'

INTRODUCTION

In 1985 the canned meatballs market, and the Campbell's brand as the dominant product within it, were showing all the signs of a mature market which had lost its way in the face of newer, more exciting higher-quality products.

The task which Saatchi & Saatchi undertook was to rejuvenate the market, giving it contemporary relevance, a new rationale for usage and more positive brand imagery. By repositioning the brand more specifically towards children and creating a high-impact, entertaining advertising campaign, the market,...

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