Campbell Canada nourishes a new media approach

The iconic brand is breaking away from traditional media with the promotional campaign for Nourish, its new nutrient-dense food solution.

It’s one of the most meaningful products Campbell Canada has launched in its history, says Mark Childs, Campbell Canada VP of marketing, and with so much at stake, the brand decided to take a new look at its traditional marketing efforts as well.

The product is Nourish, a nutritionally dense, complete meal in a can, designed for food banks,disaster-relief efforts and future retail sale. The product contains a unique Canadian food innovation of nutrient-rich oats, has a two-year shelf life, doesn’t require water and was designed to be appealing heated or at room temperature. It is only currently available in Canada.

Nourish falls in line with Campbell’s corporate vision to provide ‘authentic nourishment for all,’ Childs explains, and as such, the brand wanted to reach out to Canadians in a manner that reflected that mandate.

‘In launching Nourish, we did it in a way that broke through, in a way that was credible, and in a way that invited Canadians to join us rather than us telling them what to do,’ Childs says.

Instead of using traditional media as the main focus of its marketing plan, as it usually does, this time the focus is social media, he explains.

‘Our media selection is not what you’d expect from a consumer packaged goods manufacturer,’ he says.

A full-page ad will run in the Globe and Mail this Friday and again on March 9, pushing Canadians to the brand’s Facebook page, where the campaign is focused.

There, the brand offers to donate a can of Nourish to Canadian food banks for each of the following actions: like the page, watch a two-minute video, share with friends or join the discussion on the brand’s wall. A donation can also be triggered by tweeting the campaign hashtag, #Nourish.

Campbell Canada is kicking off the promotion by donating 100,000 cans of Nourish to Canadian food banks and the net profits from the sale of the product (once it is on store shelves) will be funnelled back to produce Nourish that is destined for donation.

Agencies involved in the campaign include OMD (media) and BBDO (creative) in Toronto, Chicago-based Soulsight (also on creative), Weber Shandwick (PR, social media and creative copy), and the video was created by Toronto-based Crucial Pictures.