2022 Winner

CASE SUMMARY

Millennial moms are often tired of the same meals week in and week out. It’s hard to think of easy meal solutions the whole family will love. Campbell’s broth and condensed soups are not usually top of mind for cooking, and consumers are not typically going down the broth/soup aisle when shopping for their cooking ingredients. Quick scratch cooking is the fastest growing cooking trend since COVID. It combines fresh ingredients & pantry staples to make delicious, family friendly meals on the table faster. Consumers are spending more time preparing meals, but are still looking for convenient options, with the highest growth seen for meals prepared in 15-30 minutes. Consumers are also seeking more variety in their cooking, with many willing to try new recipes.

Their insight was powered by the idea that they need to get out of the aisle and in shoppers’ carts by giving shoppers the inspiration they need, exactly when they need it, while also providing an eco-friendly shopping experience. Plastic waste is a rising concern for our country, and plastic produce bags contribute to this. However, produce bags are used by most consumers when shopping for their fruits and vegetables. With placement in an alternative aisle, and the certainty that all stores leverage the use of produce bags, they felt that they needed to leverage this real-estate for their meal inspiration program. They wanted to take a bag that everyone uses and turn it into a helpful tool to inspire shoppers to shop for a new recipe, providing them with a list of ingredients they need to make an easy and delicious meal. They created two new POS tools to help aid in the meal inspiration & placement out of the aisle.

The first tool was a produce bag header that was placed on top of the produce bag roll. This included a recipe image and QR code for consumers to easily scan with their phone for instant access to the recipe. The second tool was a custom compostable produce bag that featured the ingredient list to make the One Dish Beef Stroganoff meal featured in the produce bag header. Consumers had the opportunity to shop the produce section with the recipe & ingredient list in their hands. The recipe list provided an easy meal idea for shoppers looking for inspiration in-store, while also providing cost savings to the retailers, and a compostable produce bag that will not contribute to the rising concern for plastic bags
in our environment.

The program launched in August 2021 at select test retailers. There were 195,000 printed bags distributed amongst English Canada retailers including Sobeys, Walmart, Frescho, No Frills, Food Basics and Real Canadian Super Store. Customers were excited about the new opportunity to grab shopper attention & interaction at retail to help influence their decision and basket building. Campbell’s was able to secure incremental out-of-aisle display, near produce, for an easy consumer shopping experience selling in 3,562 DRP’s
during this timeframe.

Credits

Client: Campbell Company of Canada
VP Marketing: Mieka Burns
Marketing Director: Sarah Broomfield
Brand Manager, Shopper Marketing: Leah Anderson

Lead Agency: The Mars Agency
VP, Client Leadership: Micheline Vaughan
Manager, Client Leadership: Gia Morianti
VP Creative Director: Craig Markou
Graphic Designer: Fen Hsu