2023 Winner

CASE SUMMARY

Campbell's faced a challenge in making its modern broth flavors relevant to a younger audience. Despite the introduction of new flavors like Thai Chicken, Pork Ramen, and Pho, millennials didn't take notice. To make Campbell's broth appealing to younger shoppers, the company turned to an unconventional approach: partnering with mixologists to turn four unique broth flavors
into cocktails.

Dubbed Brothtails, the cocktail recipes were released in December 2021 and featured in a premium editorial-style photo shoot that elevated the brand and cocktails. Campbell's shared the recipes organically through its social media channels and targeted outreach to social tastemakers, blogs, and media outlets.

The campaign received overwhelming attention and engagement. The cocktails were re-created by curious cocktail enthusiasts and received positive feedback from media outlets such as Buzzfeed, NPR, and TorontoStar. Brothtails delivered a 1600% increase in organic engagement, a 69% increase in brand mentions, and more than 46 million impressions from profiles and personalities.

Overall, Brothtails challenged the traditional perception of Campbell's and successfully took the brand out of the kitchen and into the bars, parties, and culture of millennial foodies.

Credits

Agency: Leo Burnett Toronto
Client: Campbell’s

Creative Agency: Leo Burnett Toronto
President: Ben Tarr
Chief Creative Officers: Lisa Greenberg, Steve Persico
VP, Head of Account Management: Natasha Dagenais
Chief Strategy Officer: Tahir Ahmad
Group Creative Director: Ryan Lawrence
Art Director: Angelo Roldan
Copywriter: Ryan Lawrence
Agency Producer: Kaitlyn Balmer
VP Strategy: Ryan Roberts
Group Account Director: Lauran Gibson
Account Executive: Lauren Clancy
Integrated Project Manager: Charlene Leong

PR Agency: Proof
Senior Vice President: Bunmi Adeoye
Account Director: Corinne Perez-Abergel
Account Executive: Brittany Wong

Fuze Reps:
Photographer: Maya Visnyei
Executive Producer: Nicole Gomez

Editing Company: Leo Productions
Editors: Dan Purdy, David Nakata
Retoucher: Dave Burt

Client: Campbell’s
VP of Marketing: Mieka Burns
Director of Marketing: Sarah Broomfield
Brand Manager, Cooking: Katya Sen