Campbell's Soup: A Recipe for Success

How advertising reversed a 20 year sales decline for Campbell's Condensed Soup, driving volume 49% in 2 years (1993 over 1991), from a 6% to a 9% share, against aggressive competitive response.
Agency: Saatchi & SaatchiAuthor: Nicky Buss

Campbells Soup: A Recipe for Success

SUMMARY

Advertising has reversed a 20-year sales decline for Campbell's Condensed soup, driving a volume of 49% in two years, from a 6% share to a 9% share, despite aggressive competitive response.

To non-users, the condensed product format was an insurmountable barrier to use - not only did it look unattractive ('gloopy' and 'yukky'), but it needs the extra hassle of adding water, unlike any other canned soup brand. After many years of trying unsuccessfully to overcome this, trying to persuade people that the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands