Campbell's Soup – How ' Warm Tinny' left a copy-cat competitor out in the cold

Agency: Clemenger BBDO Sydney

EXECUTIVE SUMMARY

Campbell's Chunky had a fast fall from grace. In one soup season the brand would win back share. “Warm Tinny” wrong-footed a copy-cat competitor by championing the needs of the deserving rather than the selfish male. The warmth and inclusivity of soup was brought to life to appeal to both males and females. “Warm Tinny” broke all benchmarks, bringing about a fast and sustained turnaround that increased baseline sales, recovered share, increased penetration in a mature segment and delivered an ROI that was 35% above FCMG norms. “Warm Tinny” spread the warmth and got Chunky back on top.

CHALLENGE

Chunky's Rise to the Top