Campbell Soup Says Yes to Product Simplicity
Campbell Soup Co. gave a nod to healthier living and marketing transparency this month by launching a new line of ready-to-serve soups called Well Yes!
Developed by Campbell employees, the new line contains “clean, simple and nutritious ingredients,” such as antibiotics-free chicken, kale, quinoa, barley, beans, sweet potatoes and whole grains. They contain no artificial colors, flavors, ingredients or modified starches.
"With the Well Yes! brand, we are saying ‘yes’ to real food and well-being by only using ingredients that consumers know and trust.” said Sophie Arsenlis, Campbell's director of marketing, soup strategy.
“We thought differently about the creation of this soup, from flavor combinations, to our package design, to the types of ingredients we sourced," Arsenlis explained. The products are packaged in recyclable cans that are not lined with the controversial chemical BPA (Bisphenol A).
An integrated marketing campaign plays up the brand's simplicity through a #WellYesMoment theme that encourages consumers to avoid unrealistic, long-term New Year's resolutions in favor of smaller, daily lifestyle improvements. Actress Busy Philipps was tapped as spokesperson. Consumers will be encouraged to share their own stories via social media. Video spots from BBDO New York will debut in January.
The Well Yes! line launched with nine SKUs. The products have already rolled out nationally.