Campbells (SPEC)
The client
Campbells is a US food brand.
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The challenge
Campbells want to increase sales of their Soups, and as a secondary goal they want to drive traffic to their website and have people sign up to their newsletter.
The target audience are mums, aged 28-40 with school age children. They are busy and struggle to come up with creative, fast, healthy, affordable, and tasty meals to feed their families.
The project is to create a direct mail piece, primarily focusing on recipes that feature Campbells Soup. The piece needed include a coupon to purchase soup at a local supermarket.
The tone is Friendly, Helpful and Informative
The solution
I believe that although the target audience wants to feed their families good food, the problem is often inspiration! I wanted the piece to highlight this and draw the reader into the recipes inside as well as point to the ones on the website. This was a large feature in the piece with the overarching benefit being to spend more time with family.
I chose three recipes from the Campbells website that were new takes on old favourites using a range of ingredients. These were then re-worked for a UK audience.
Through my research I found that Campbells also offer a range healthier soups, including ‘low salt’ and ‘heart healthy’. I wanted to bring the reader’s attention to the wider range of soups as these are more inclusive for a range of dietary requirements and can also be used in the recipes.
The piece is tri-fold with the recipes inside - the idea being these can be stuck on the fridge for easy reference. The coupon is inside the leaflet and includes the iconic image of Campbells Tomato Soup on the back - a fun, playful addition to the piece.
The look of the piece is in line with Campbells current branding.