Wild Card appointed for Campbell's soup campaign

Campbell's has brought in Wild Card to build awareness of its condensed soup range and drive UK sales.

Campbell's condensed soup: Wild Card brief
Campbell's condensed soup: Wild Card brief

Part of the campaign will involve a celebrity ambassador creating recipes using the soup as an ingredient.

Wild Card divisional director Ben Hickey said: ‘It is such an iconic brand that has been part of the British diet since the 1930s. We will be working together to build the brand’s heritage with existing customers, as well as inspire trial and loyalty among new consumers.’

The classic condensed soup disappeared from the UK in 2008 when Premier Foods decided not to renew its licence for the brand.

A partnership between the US based Campbell's and UK manufacturer Symington saw the return of the soup to the UK market in 2011.

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