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 25^th – June 21^st).

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.