What are we trying to accomplish?
Our goal with this project is to make Campbell’s relevant for a new generation of consumers, by evolving this campaign with authentic content that really hits home. Even though we’re not promoting specific products, we hope such a positive association with the brand will get our audience to try Campbell’s soups and recipes.
Our target is Millennials, men and women age 18-35. Many of them live with their parents while others have moved out and started families of their own, but most Millennials share certain traits. They’re generally optimistic and more progressive than older generations, and they’re active global citizens, showing concern for the public good and humanity as a whole. They demand more from companies and gravitate towards brands that reflect values they want to be associated with.
After consideration of recent trends we offered the solution of presenting the brand using a dating app which arranges meet ups in Campbel specially built soup pop ups. This was to encourage target audience to engage in brand activity. Using iconic language in posters and making use of recent popularity for pop up venues mixed with social meet-up apps, to increase brands visibility, relatability and usage.