Progresso Ready-to-Serve Soups: Tasting is Believing

A Progresso Soups campaign targeting Hispanic consumers. Research revealed Latinos view soup as a comfort food that is, ideally, homemade; however, pressures to cook from scratch fade with acculturation.

Progresso Ready-to-Serve Soups: Tasting is Believing


Progresso Soups had been battling Campbell's for Total Market category leadership for years and, while targeting the Hispanic Market was nothing new for Campbell's, Progresso had yet to communicate to this consumer group. Upon exploring new ways to unlock growth for the overall Progresso Soups business, the Hispanic opportunity became a clear challenge.

Data showed Campbell's had a strong advantage with Latinos over Progresso. Additionally, soup eating per capita decline as Latinos acculturate (Least Acculturated 80, More Acculturated 67, Most Acculturated 38). After realizing Homemade Soup percent eating outpaced...

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