Campbell’s cooks up targeted advertorial

Agency/Media Company: OMD Canada Client: Campbell Soup Company Brand: Classics Media Team: Leslie Krueger, vice-president, group media director; Kym Wyatt, media planner Timing: September 1999 to January 2000 Best Use of Magazine: Runner-up The Background The objectives of...

Agency/Media Company: OMD Canada

Client: Campbell Soup Company

Brand: Classics

Media Team: Leslie Krueger, vice-president, group media director; Kym Wyatt, media planner

Timing: September 1999 to January 2000

Best Use of Magazine: Runner-up

The Background

The objectives of the plan were: to build awareness and trial of Classics among both users and non-users; to increase top-of-mind awareness of Classics among current users; and to develop a consumer-based activity that would help kick-start Classics sales in the first quarter of their fiscal.

The Classics brand was being relaunched with a new positioning and a new core user, defined as a busy young working urban female, with an active lifestyle and light media habits. And, unfortunately, no television creative could be produced in time to support the relaunch.

The Plan

The strategy called for a multimedia approach, in order to reach the target throughout the course of her busy day. We would work with magazine partners to create a presence ‘beyond the advertising page,’ in the form of relevant editorial or advertorial. And we would work with television partners in similar fashion, to create opportunities beyond the traditional 30-second buy.

Television: When she does make time for TV, the young working urban female is very selective about the programs she watches.

The number one show for the Classics target is Ally McBeal. Purchasing a consistent presence in that highly rated show was not possible within the budget. However, the media team did succeed in creating a direct association between the program and the Classics brand. Working in partnership with CTV, we developed ‘Classic Moments from Ally McBeal’ – a series of vignettes, hosted by eNow’s Carla Collins and Dan Duran, that featured memorable scenes from the previous season. These segments aired in 100% prime programming in the weeks prior to Ally McBeal’s anxiously awaited new season premiere.

The team also created associations with other programming favoured by our target, through added value billboards on MuchMoreMusic’s MuchMoreMarquee, CMT’s Gold Rush and BCTV’s Friday Night Movies, as well as sponsorship of the Dixie Chicks Live in Australia contest on CMT.

Magazines: Working closely with magazine partners, we developed advertorials to build further awareness of the Classics brand. The advertorials were customized for each publication, to ensure the relevance of the brand to the reader’s lifestyle.

- Canadian House and Home ran ‘Dinner for One,’ which offered solutions for relaxation after a busy workday.

- Style at Home ran ‘Great Soup. Great Sides,’ which highlighted different styles of soup bowl, from the trendy to the traditional.

- Chatelaine ran ‘Classic Timesaving Tips,’ a series of suggestions designed to enliven everyday meal planning.

- Toronto Life ran ‘Classic Read,’ a selection of five great book suggestions, accompanied by an opportunity to win $100 in Smithbooks/Coles gift certificates.

- Elm Street ran ‘The Ultimate Soup & Salad,’ a recipe for crispy apple and brie salad with grainy mustard dressing, to accompany a bowl of Classics soup.

- Saturday Night ran ‘A Classic Recipe for a Cold Winter Night,’ which offered tasty and nourishing solutions for a cozy evening at home.

The Results

The integrated print and television campaign increased awareness in an increasingly competitive category. The innovative ‘Classic Moments from Ally McBeal’ vignettes, in particular, helped to kick-start the Classics brand.

Also in this report:

* Bates takes the cake p.BMP2

* MaxAir fires on all cylinders: Multi-tiered plan for high-menthol gum was imbued with irreverence p.BMP3

* Dentyne Ice kisses up to teens with party promo: Initiative was designed to drive both brand awareness and sales p.BMP4

* Kool-Aid placement reflected fun, refreshment p.BMP6

* Aussie creates ‘in your face’ presence: Repositions brand as funky, outrageous p.BMP8

* Guerrilla tactics get Panasonic noticed: Campaign used underground channels to reach club crowd p.BMP10

* Much VJ follows his Natural Instincts on air p.BMP12

* Chapters stands out in dot-com crowd: Multimedia approach helped retailer create perception of market and category dominance p.BMP15

* Looking at Philips through fresh eyes: Redefinition of target market sparked departure from the traditional choice of television p.BMP18

* Jays plan hits home run p.BMP21

* Minute Maid aims for morning ownership p.BMP24

* Western Union a global Villager p.BMP28

* Scotiabank breaks out of the mold p.BMP32

* Clearnet clusters creative: Complementary boards were positioned in proximity to one another to maximize visibility, engage consumer p.BMP38

* The Judges p.BMP43

From Karen Howe’s dining table: Creativity, COVID and Cannes

ICYMI, The Township's founder gathers the best of the best campaigns and trends so far.

Cannes Base Camp

By Karen Howe

I’m attending Cannes from the glory of my dining room table. There’s not a palm tree in sight, yet inspiration and intel are present in abundance.

Cannes Lions is a global cultural pulse check. The social course correction in the wake of the murder of George Floyd and BLM has delivered far greater diversity in the judging panels as well as the work. And we are all better for it.

I’m proud to say that creativity defeated COVID, which speaks to its power. Great work and big ideas flourished, despite unimaginable odds.

The work from the past two years spans a vast emotional range. From the profundity of Dove’s “Courage is Beautiful” to the hyper exuberance of Burberry’s “Festive,” they are opposite ends of the spectrum, but each answered a need in us.

Take note, the ascendency of gaming cannot be understated. Smart brands have embraced the channel. It makes sense, because gamers participate to meet others around the world, not just to play. And they represent a huge and powerful community. That’s why QSR Wendy’s gamified their iconic gal in RPG’s Feast of Legends.

Burger King sponsored the unknown Stevenage Football Club, transforming the team into online heroes and vaulting BK into the fray at the same time. Once again, the brand embedded itself in culture.

The birth of gaming tourism arrived when Xbox snuggled up to travel guides and created a brilliant baby: a travel guide for gaming worlds. It, too, embedded itself in culture.

From the standpoint of social good, Reporter Without Borders showed how it worked with Mindcraft for its “Uncensored Library” to bypass press censorship, with Minecraft providing a loophole to a space where young people could be educated. It provided youth with a powerful tool to fight oppression: truth.

COVID changed us in unexpected ways. We learned how to pay attention again and there was a notable lack of 30-second commercials. Instead, longer format content thrived. Apple’s WFH was seven minutes long. Entertainment reigned king, so we find ourselves returning to our advertising roots.

Seeing competitive brands form partnerships was one of this year’s other great surprises. The brilliantly simple “Beer Cap Project” by Aguila to reduce binge-drinking saw the brand reach out to competitive beers to join in. Aguila put incentivizing (keyword: free) reminders to drink water, eat food and get home safely on its bottle caps from all sorts of fast food chains, ride-share co’s and H2O brands.

On a personal level, I’m so proud of Canada again this year. Given that it was two years of work from all over the world being judged, even making the Cannes shortlist was an accomplishment. Canada is herding in the Lions in tremendous numbers – and it’s not even over. Fingers are crossed.

KAREN-HOWE-PIC-higher-rez-300x263Karen Howe is a Canadian Cannes Advisory Board Member and founder of The Township Group