Nobody buys soup when it’s hot. Australia is hot.




Unlike other markets, cold weather alone isn’t enough to shift soup (cause Australians don’t have much of that.)

So, instead of giving them one reason, we gave them thousands through TV, contextual outdoor, and in a pre-roll campaign that picked up some gongs at Cannes.


Digital Activation

Out of Home


TVC

Results
This reuslted in a 24.7% lift in ad recall, 6.9% lift in brand awareness, 55.6% increase in sales of Campbell’s Simply Soups.


Awards
Cannes Lions 2017 - Food and Drink (Silver)
Cannes Lions 2017 - Data-Driven Marketing (Bronze)
Spikes 2016 - Craft Copywriting (Bronze)
Webbys 2016 - Display & Banner Campaigns (Nominee)
Webbys 2016 - Best Use of Data Driven Media (Nominee)
Webbys 2016 - Best Use of Native Advertising (Nominee)
Webbys 2016 - Best Media Strategy (Nominee)
New York Festival 2017 - Best Use of Media (Finalist)
New York Festival 2017 - Mobile Marketing (Finalist)
New York Festival 2017 - Digital Communications (Finalist)

Mark