In its most recent campaign Chunky soup encourages Canadians to release their inner ‘souper’ hero and reveal the best version of themselves.
The road that the Campbell Company of Canada took to get to this new brand platform is particularly interesting. They partnered with Toronto-based Crowdiate
to tap into a global creative community, sourcing concepts from talented creatives around the world. The winning idea originated from a senior creative team in New York, who then collaborated with Crowdiate’s veteran Creative Director Ian Mirlin, as well as the Campbell team, to bring it to life.
Early testing of the resulting advertising spot has yielded the highest results on record for the company.
“Consumers told us Chunky helps them fill up on good stuff, allowing them to put good stuff out into the world,” says Mieka Burns, Senior Brand Manager, Campbell Canada. “And while it was certainly fun and personable, our previous brand position didn’t reflect this consumer perception, so we needed to reconnect with Canadians authentically without losing the core amiability of the brand. Crowdiate’s approach allowed us to dip into an incredibly large creative pool, and assess a wide range of ideas to ultimately solve the positioning challenge we faced.”
By hosting a competition that sourced concepts from advertising professionals ranging from entry level through to established creatives, Crowdiate helped Campbell Canada unlock the strongest and freshest creative expressions, streamline the overall process, and accelerate timelines. Hundreds of people downloaded the brief, which resulted in a wide breadth of submissions, ultimately leading the brand towards the idea of Behold the Souper You.
“While the media landscape continues to evolve, what has always endured is the power of creativity to drive business results,” says Aaron Nemoy, Founder, Crowdiate. “Our approach puts the creative idea at the centre of everything we do, starting with more, diverse perspectives to uncover the best solutions for our clients. It’s been a real pleasure collaborating with the forward-thinking team at Campbell – and this campaign is a result of their willingness to do things differently.”
The Chunky campaign is launching with :30s & :15s spots on TV and Cinema, hyper-targeted :06s and :15s digital ads, and is being amplified through national shopper marketing programs and an upcoming social media initiative that will personalize the campaign for Canadians. Crowdiate is leading all creative, media is being handled by OMD, and shopper marketing by TracyLocke.