Campbell’s is spoofing fine dining with a lifelike ceramic “turkey” resembling a cloche lid, which opens to reveal a bunch of sides, an idea amplified in retail as well.

“We wanted to make the festive season more enjoyable for hosts and guests alike by playfully putting the focus on everyone’s favourite part of the meal — the sides,” says Mackenzie Davison, VP of marketing at Campbell Company of Canada.

The focus on sides over mains, heroing Campbell’s soup and broth shortcuts to making dishes, is informed by a recent national survey that reveals 55% of Canadians aged 25 to 54 prefer side dishes to main courses.

The “It’s All About the Sides” hero spot by agency partner Zulu Alpha Kilo was executed nationally, in English and French.

And the 360 effort includes digital videos showcasing a realistic ceramic turkey, opening to reveal few of the many recipes created using Campbell’s soups and broths. There are also integrated in-store (pictured, below) and in PR efforts with the “Turkeyware” serving as a hook for earned media and influencer efforts geared toward winning over millennial households, bullseye target aged 30 and evoking a feeling of nostalgia.

“In general, retail marketing programs help provide enhanced visibility to the brand, secure shelf space, drive product sales and support brand loyalty,” Davison says. “We build these programs in partnership with our sales team and retailers to create strong in-store displays that will support consumers purchasing decisions, especially during key moments such as the holiday season.”

Davison tells strategy it wanted wanted the messaging to be simple and consistent across point of sale. “It’s All About the Sides” was created as a logo lockup and included on all assets – including inspiring ‘sides’ recipe ideas, with a call to action driving to our dedicated landing page for side dish recipes and inspiration for the holiday season.”

Davison says its shopper assets were “extensive” and included pallet flaps and toppers, bookcase side panels, header and display cards, 3D display toppers and wobblers, plus digital vendor programs, retail initiatives and partnerships in retailer holiday magazines.

More than 100 limited-edition hand painted, ceramic, Turkeyware platters were also produced and consumers will have the chance to win one of their own in the coming weeks through influencer and owned social channels.

“We took a creative approach this year as well by creating the Campbell’s Turkeyware, a one-of-a-kind, exclusive ceramic dish that looks like a turkey but was created to host delicious side recipes such as our Everything Bagel-Seasoned Mashed Potatoes or Cheddar Bacon Green Bean Casserole,” Davison says.

Media was planned and bought by Spark Foundry and runs through the 2023 holiday season, with in-store efforts by The Mars Agency and public relations outreach by Proof Strategies.