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

This case describes how Campbell's Chunky soup responded to a competitor brand (Heinz Big 'n Chunky) that had adopted a 'copycat' strategy and stolen market share.

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...

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