CAMDEN, NJ: Campbell Soup and Hill+Knowlton Strategies are targeting Millennials with an interactive campaign promoting its new soup line.
The “Campbell's Go” initiative, which launched November 13, was created to engage consumers between the ages of 18 and 34 through passion points such as food, humor, politics, music, and conversation, said Megan Haney, manager of brand communications at Campbell.
The Campbell's Go soup line has six flavors, including coconut curry with chicken and shiitake mushrooms and Moroccan style chicken with chickpeas.
Haney said the company approached H+K for “some new creative, bright thinking” on the initiative, and the agency came up with the idea for a “communal table” program. Millennials and influencers in New York and Chicago were invited to gather around a table and enjoy samples of the soup line. The event, which took place November 15, involved five one-hour dining sessions with 10 to 15 people in each group.
Haney added that Campbell's is collaborating with WPP Group's H+K on a project basis, but it works with Interpublic Group agency Weber Shandwick on the majority of US retail work.
Sergio Morales, SVP and head of H+K's New York consumer marketing practice, said the agency researched Millennials to figure out how to authentically reach that group.
“Breaking through to Millennials is never an easy thing,” he explained. “We found that a lot of Millennials are very into social eating, so they are always on the run, but when they sit down to eat, research found that they are actually okay with sitting in a communal sitting and eating at communal tables.”
With the research in mind, Morales said H+K wanted to facilitate the group-dining environment and bring in influencers on a range of topics to start conversations with Millennials. Morales is the strategic lead on the initiative, and Nicole Tronolone, account supervisor at H+K, is the day-to-day lead.
“We wanted to spark that word-of-mouth in their community,” he added.
Traditional outreach is part of the campaign's communications plan, and digital and social media are also aspects of the effort.
“We really wanted to go where we know Millennials live and breathe, and digital is the place to be,” said Haney.
To drive the brand's message further, Haney said the company partnered with BuzzFeed, Spotify, and Rovio Entertainment to develop sharable content and playlists, as well as to sponsor the launch of Angry Birds Star Wars.
Haney said the company may launch more communal table events in the future, but it is focusing on leveraging social channels and grocery store samplings to build buzz for the effort.