In its new ‘Meet the Campbells’ series of TV spots, Campbell Canada is driving a red-and-white Mini across the country to do exactly that – meet families with the same last name as the iconic soup co and help them ‘rediscover the Campbell’s soup they’ve always loved.’

Over 500 families responded to the open casting call, and were eventually narrowed down to six. The first spot features a bonafide family of farmers who grow soup carrots for Campbell’s, and who are predictably fond of vegetable. From this honorary Campbell’s family, the next stop is Marieville, Quebec, where soupe aux tomates is the favourite of Patrick and Valérie Campbell.

‘We hope to get their genuine reactions to how we are helping Canadians make the healthier choice an easier choice,’ says Mark Childs, VP marketing at Campbell Canada. The spots end with a plug for soups with the Heart and Stroke Foundation’s ‘Health Check’ symbol.

‘The campaign really does fit…our focus of ‘real food, real people,” says marketing director Moya Brown. ‘It ties into our vision of extraordinary authentic nourishment for all, reflecting [Canada’s] diversity through this campaign.’

The TV spots are backed by print ads in French and English magazines, all by BBDO in Toronto and Montreal, and www.meetthecampbells.ca was by sister agency Proximity. A strong in-store presence is augmented by local events to meet the Campbells in their hometowns.