Effies
Australia
How ‘Warm Tinny’ left a copy-cat competitor out in the cold
Agency
Clemenger BBDO Sydney
Client
Campbell's Soup
Awards
Bronze
Food, Confectionery & Snacks
Case Study
Summary
Campbell’s Chunky had a fast fall from grace. In one soup season the brand would win back share. “Warm Tinny” wrongfooted a copy-cat competitor by championing the needs of the deserving rather than the selfish male. The warmth and inclusivity of soup was brought to life to appeal to both males and females. “Warm Tinny” broke all benchmarks, bringing about a fast and sustained turnaround that increased baseline sales, recovered share, increased penetration in a mature segment and delivered an ROI that was 35% above FCMG norms. “Warm Tinny” spread the warmth and got Chunky back on top.
Case study
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Credits
| Group Account Director | Angus Hosie | ||||||||
| Senior Account Manager | Jackie McIver | ||||||||
| Executive Creative Director | Richard Maddocks | ||||||||
| Copywriter | Will Edwards | ||||||||
| Art Director | Chris McMullen | ||||||||
| Planning Director | Paul Blockey | ||||||||
| General Manager | Jacqueline Chow | Campbell’s Soup | |||||||
| Group Marketing Manager | Rebecca Carson | Campbell’s Soup | |||||||
| Marketing Manager | Amanda Verardo | Campbell’s Soup |
Category Sponsors
Food-- Confectionery & Snacks
