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:

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* 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

In Brief: The Garden picks CDs to take on daily creative leadership

Plus, Naked names two new leaders of its own and Digital Ethos comes to Canada.

The Garden promotes two creative directors

ACDs Lindsay Eady and Francheska Galloway-Davis have taken over responsibility for day-to-day creative leadership at The Garden after being promoted to creative director roles.

The pair will also help develop the agency’s creative talent, formalizing mentorship and leadership activities they have been doing since joining the agency four and three years ago, respectively. In addition to creating the agency’s internship program, the pair have worked on campaigns for Coinsquare, FitTrack and “The Coke Challenge” campaign for DanceSafe.

Eady and Galloway-Davis will continue to report to The Garden’s co-founder and chief creative officer Shane Ogilvie, who is stepping back from daily creative duties to a more high-level strategic role, allowing him to focus on client relationships and business growth.

Naked Creative Consultancy names new creative and strategy leadership

Toronto’s Naked Creative Consultancy has hired Yasmin Sahni as its new creative director. She is taking over creative leadership from David Kenyon, who has been in the role for 10 years and is moving into a new role as director of strategy, leading the discipline at the agency.

Sahni is coming off of three years as VP and ECD at GTB’s Toronto office, where she managed all the retail, social and service creative for Ford Canada. She previously managed both Vice Media and Vice’s in-house ad agency Virtue.

Peter Shier, president of Naked, says Sahni’s hiring adds to its creative bench and capabilities, as well as a track record of mentorship, a priority for the company. Meanwhile, Kenyon’s move to the strategy side, he says, makes sense because of his deep knowledge of its clients, which have included Ancestry and The Globe and Mail.

Digital Ethos opens a Toronto office

U.K. digital agency Digital Ethos is pursuing new growth opportunities in North America by opening a new office in Toronto.

Though it didn’t disclose them, the agency has begun serving a number of North American clients, and CEO/founder Luke Tobin says the “time was right to invest in a more formal and actual presence in the area.” whose services include design, SEO, pay-per-click, social media, influencer and PR,

This year, the agency’s growth has also allowed it to open an office in Hamburg, Germany, though it also has remote staff working in countries around the world.

Moray Hickes was the company’s first North American hire as VP of sales, tasked with business development in the region.