31ST:SECOND And Campbell’s Warm Up Winter With New Campaign

31ST:SECOND And Campbell’s Warm Up Winter With New Campaign

Brand participation agency 31ST:SECOND is heating up Aussie kitchens this winter with the latest Campbell’s Masterbrand shopper marketing campaign, encouraging shoppers to opt for a range of delicious, healthy and hearty soups this winter.

Building on Campbell’s ATL campaign ‘We’ve got a soup for that’, 31ST:SECOND has developed a shopper campaign offering a range of mid-week ‘Dinner Dilemma’ solutions. 31ST:SECOND and Campbell’s are motivating shoppers to choose between Campbell’s tasty ready to serve soups, or to get creative with recipe inspiration using Campbell’s Real Soup Bases or Campbell’s Real Stock.

The campaign educates shoppers on the key benefits of each range; allowing shoppers to easily select the most appropriate product for any ‘Dinner Dilemma’: ‘Heat & Eat’ for Simply Soups, ‘Ready in 3 Easy Steps’ for Soup Bases and ‘Create Your Own’ for Real Stock.

To convert shoppers in-store, a range of POS elements from off-location units to at-shelf POS and in-store sampling demonstration stands were developed. Pre-store campaign material, including online banners and promotional pages, as well as magazine and catalogue advertisements, were developed to educate and inspire shoppers to choose soup this winter. A highlight in Woolworth’s is the account specific promotion where WW shoppers will have the chance to win a Cooking Masterclass with Campbell’s Ambassador and celebrity chef Manu Feildel (live from May 25th – June 21st).

Campbell’s and 31ST:SECOND have proudly worked together for the past five years. 31ST:SECOND’s creative director, Rachael Egan said: “We are thrilled to be bringing to life the latest Campbell’s Masterbrand shopper marketing campaign through the combination of in-store activations and retailer communications. We look forward to seeing tasty soups make a come back this winter!”

The campaign is now live in all Coles, Woolworths and independent supermarkets across Australia.

Latest News

Tracey Spicer (Journalist & Presenter) at Radio Alive 2018 at Radio Alive 2018
  • Media

Tracey Spicer: Commercial Radio Home To “Some Of The Most Toxic Workplaces”

Media veteran Tracey Spicer has delivered a grim assessment of Australia’s commercial radio industry in how it deals with sexual harassment in the workplace. Speaking as part of a panel at the Radio Alive 2018 conference in Melbourne on Friday, Spicer said she has witnessed “tremendous change happen at the very top end of town” […]

by B&T Magazine

B&T Magazine
Kyle Sandilands and Jackie Henderson (Kyle & Jackie O) from KIIS at the 2015 ACRA Awards
  • Media

Kyle & Jackie O Crowned Best On-Air FM Team At 2018 Commercial Radio Awards

KIIS 1065 breakfast duo Kyle Sandilands and Jackie “O” Henderson have won the Best On-Air Team (Metro FM) category at the 30th Australian Commercial Radio Awards (ACRAs). Held on Saturday night at the Melbourne Exhibition and Convention Centre, and hosted by The Chaser’s Chris Taylor and Andrew Hansen, the ACRAs celebrated the best and brightest talent in […]

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative
  • Technology

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative

Digital asset management solution Collaboro claims its offering is a natural fit with Adobe’s, Microsoft’s and SAP’s new Open Data Initiative, as more organisations centralise their data on a single platform to improve their customer management and improve marketing performance.   According to Warwick Boulter (main photo), co-founder and CEO of Collaboro, a leading full-service solution for managing enterprise-level […]