CHICAGO: Weber Shandwick Chicago is promoting Campbell Soup Company's new lines using platforms including social media and events.
The agency, which has been a partner of the soup company for 10 years, is not directly working on the new Campbell's “It's Amazing What Soup Can Do” advertising campaign, but is providing communications support for it and helping to “dimension it through PR,” said Wendy Lussier, EVP at Weber Shandwick Chicago.
“Our goal is to help introduce consumers to all that's new from Campbell Soup Company and reinforce the overall campaign message of 'It's Amazing What Soup Can Do'," she added.
John Faulkner, director of brand communications at Campbell Soup, said that, from a PR perspective, the company is trying to reach consumers by explaining how new products such as the Slow Kettle line and Harvest Orange Tomato condensed soup were developed and what the ingredients are.
The company has been showcasing the soups through bloggers and media outlets.
“We have been helping leverage key relationships with media, influencers, and bloggers to get them tasting and talking about the new soup innovations,” Lussier explained. “We're particularly targeting bloggers to showcase the great-tasting array of soups throughout the portfolio and how there truly is something for everyone within the line.”
Two weeks ago, Weber Shandwick Chicago attended the International Food Blogger Conference in New Orleans to debut some of the new Campbell soups to food and mom bloggers. And at the end of September the agency, which has a team of 15 people on the Campbell account, will be working with the company at the New York City Wine & Food Festival.