Main Communication Problem

Low brand loyalty among customers 80% buy other brands besides Campbell's Target market does not perceive Campbell's as a high quality brand Only 13% perceive Campbell's to be a high quality brand

SWOT Analysis

Strengths
Target market perceives the brand as trustworthy and well known Brand offers many varieties Easy to cook and convenient Affordable price Heart and Stroke Foundation approved Health Check symbol on Campbell's soup cans Growth of product line; lower-sodium soups

Weaknesses
Chicken noodle soup top selling flavour in Canada, but perceived as being low quality compared to competitor, Lipton Campbell's only offers liquid varieties, not packet varieties Campbells recent scrutiny for the use of chemical BPA in some of their cans

Opportunities
Economic slowdown causing more people to cook at home instead of eating out Increase consumption through incorporating soup into recipes Growth of product line to include lower-sodium soups attracts health conscious consumers Seasonality 100% consume Campbell's during the Winter

Threats
Scrutiny and health risks for their use of chemical BPA in metal cans Competition offers gourmet and ready to serve varieties Target market will only buy high quality food products for their family. Campbells is not perceived to be high in quality by the target market.

Competitive Assessment

Campbell's vs. Lipton - Strengths

Flavour innovation and variety dominate the market share Reduced sodium and low-fat options Trusted throughout generations

Campbell's vs. Lipton - Weaknesses

Campbell's does not offer packet soups Only offers liquid soup varieties as a recipe ingredient Campbell's chicken noodle soup is not as preferred as Liptons chicken noodle soup

Campbells Current Promotional Activities

Campbells value cookbook Meal mail: recipes sent via email Labels for education Saving centre: coupons

Competition Promotional Activities

Lipton Meal Planner Home basics Primo Official sponsor of Toronto FC (Toronto soccer team)

Target Market

Demographics
Females; Mothers 35-49 HHI $75,000+ HH with children <18 HH size 3+

Psychographics

52% love to cook 57% search for recipes online 60% enjoy watching cooking shows 66% have a sit down meal every evening 77% purchase Campbells soup for the entire family Lead a healthy lifestyle 51% participate in hiking 30% golf 22% have gym memberships

Geographic
Campaign is National

Dont sell me soup, sell me

Convenient Ideas for recipes Variety of flavours Quality

Target Markets Perception of the Brand

Feel good comfort food Convenient quick meal Classic trustworthy Well-known brand stood the test of time Memories old friends Dependable Wide selection of flavours

Overall Communication Objective

Communication objective
To increase brand equity by informing 85% of mothers that Campbells can be easily prepared and incorporated into recipes that will satisfy the entire family

Marketing Communications Strategy

Positioning Statement
To loving mothers, age 35-49, Campbells condensed soup is the classic, trustworthy brand of soup that provides your family with the nourishment they need, and the flavours they love.

Communications mix
Advertising Events/P.R/Buzz Marketing Sales Promotion Interactive Online Direct Marketing

Advertising Plan: Creative

Advertising Objective
To convince 75% of mothers that Campbells condensed soup is a classic family brand that encourages traditional family values and can be easily incorporated into recipes.

Creative Strategy
Key benefit statement Campbells wide selection of flavours makes it easy for mothers to prepare a delicious meal that will satisfy the entire family Support claims Campbells offers 7 different varieties more choices allow for variety of recipes Campbells brand has been around for decades and embodies traditional family values

Appeal techniques
Emotional + Positive appeal Tone: Warm Manner: Inviting, comforting Personality: Caring, dependable, helpful, trustworthy and family-oriented

Advertising Plan: Media

Media Objective
To attract the interest of mothers 35-49 living in Canada. This will be achieved by embedding the new advertising message into the minds of consumers by increasing frequency during fall and winter.

Media Selection
Television 68% watch TV 5 days a week 90% watch TV during prime time (7-11pm) Large reach, National The Food Network, TLC , Prime time TV shows (CSI, Amazing Race and etc)

 OOH Placement in grocery stores; target is primary shopper, advertising at POP Placement in gyms; target uses fitness clubs 75% visited a mall in the past 7 days

 Magazine 80% of target are med-heavy users Specific targeting to mothers Can include visual and long copy for a recipe Chatelaine, Todays Parent, Canadian Living

IMC Elements

Events/P.R
Primary objective: To inform 80% of mothers that family time starts with Campbells Secondary objective: To inform 80% of mothers that Campbells can be easily incorporated into recipes and satisfy the entire family

Events/P.R - Rationale
Increase target markets participation with Campbells brand through events Events will give Campbells a chance to show the target market how condensed soup can be easily incorporated into recipes that will satisfy the whole family.

Buzz Marketing
To create hype among 80% of the target market before the campaign officially launches

Buzz Marketing - Rationale

Word of mouth will help spread a positive message to Campbells target market P.R will help generate positive media attention towards Campbells new campaign.

Sales Promotion
Objective: To motivate 40% of switchers to repeat purchase over the campaign period in order to create loyal users.

Sales Promotion - Rationale

80% of Campbells target are switchers. Sales promotion will be an opportunity for Campbells to motivate switchers to become loyal users.

Interactive
Objective: To increase brand equity by convincing 60% of mothers to participate in Campbells website.

Interactive - Rationale

Campbells website will bring the target market closer with the brand and build a relationship. Campbells website will help strengthen the campaign message by communicating with the target market through different interactive elements.

Direct Marketing
Objective: To stimulate the relationship between the Campbells brand with both loyal consumers and switchers

Direct marketing - Rationale

This IMC element will help support the event by informing target market of the event and encouraging their participation Collect data for future reference

The Big idea

A family classic
Slogan Family time starts with Campbells

Buzz Marketing hype before campaign

Idea Recruit actors to play portray a family, who travels to kids sports event such as a hockey game. The family will set up their own table and cook Campbells soup. This will emphasize the idea that no matter how busy their lifestyles are, they still manage to enjoy a family meal together.

Advertising TV ad

Advertising - Magazine

Advertising - Magazine

Advertising - Magazine

Advertising - OOH

Direct marketing
Promote upcoming event Online registration Event Newsletter/Recipes An opportunity to collect consumer data for future relationship building program

Events /P.R Ice Wine Festival & Grape and Wine Festival
Events will be held in Ontario in Fall and Winter months (September and January) Events aim to bring families together and generate positive P.R Michael Smith Chef at home; product demonstration

Events /P.R Ice Wine Festival & Grape and Wine Festival

Product sampling, Recipe book encourage and increase purchase intention Cook off incorporate Campbells into recipe Family oriented activities

Interactive - Website

Interactive - Website
Motivate target market to participate in Campbells brand by increasing value and exposure Recipes Newsletter Nutritional value Ads for download Coupons Media will also be able to obtain information of current events

Interactive - Website

Interactive - Website

Sales promotion
To turn switchers into loyal users; encourage repeat purchase Grocers around Canada will coordinate with Campbells new campaign; creating hype over events and campaign P.O.P, end-of-aisle Promotion Premium/gifts recipe book, can opener

Budget

Budget: $2 million
Spending by Medium
2% 8% 20% 40%

Advertising
Events/PR Sales Promotion

30%

Interactive Direct Marketing

Conclusion
Through incorporating IMC strategies such as advertising, events/PR/buzz, sales promotion, online, and direct marketing, this campaign aims to bring families together and associate the sense of family tradition with Campbells soup because

Family time starts with Campbells.