¡Apártate, pavo! Campbell's celebra y domina la temporada

Resumen ejecutivo

Holidays are the crucial time of year for Campbell’s. Historically, Green Bean Casserole, made with Campbell’s Cream of Mushroom, was served in 20 million households, but shifting tastes were threatening its standing. To reverse Holiday sales declines, we’d need to go beyond just Green Bean Casserole and inspire more side dish exploration. Our idea “Sides Season”– inspired by the insight that Americans prefer side dishes to mains, like turkey – gave sides the shine they deserved and helped Campbell’s win the Holidays, leading to a 9% increase in sales YoY.

Otorgar - Oro

Año del premio — 2024

Categoría - Seasonal/Event / Commerce & Shopper

Cliente

Campbell Soup Company – US Meals & Beverages

Gary Mazur, VP, Marketing - Soup
Amy Strauss-Falco, Manager, Consumer Engagement
Jessica O’Conor, Director, Consumer Engagement
Lisa Zahn, Associate Director, PR & Social
Katie Britt, Associate Manager, PR
Rachel Reiss, Manager, Media
Kari Bestrycki, Digital Production Specialist
Suzanne Landau, Associate Director, Production & Digital
Matt Mansour, Director, Media
Neeli Straigies, Director, Omni
Maria Ciranni, Manager, Omni
Marci Raible, VP, Integrated Marketing

Lead Agencies

Leo Burnett Chicago

Isabela Ferreira, SVP, Creative Director
Jillian Lamb, Associate Creative Director
Garrett Vernon, Associate Creative Director
Lacey Gilbert, VP, Strategy Director
Kate McClean, VP, Account Director
Bob Winter, EVP, Creative Director
Susan Lulich, EVP, Account Director
Kaylin Goldstein, EVP, Head of Planning
Bridget Rose, SVP, Producer
Natalie Dahl, Sr. Producer
Beth Valenti, Sr. Producer

MSL Group

Sacheen Cicero Shayab, SVP, Creative
Spencer Taich, VP, Account - Consumer Brands
Nupur Raghunath, SVP, Account - Consumer Brands
Lizet Gonzalez, VP, Account - Consumer Brands
Lucy Forestier, Account Supervisor, Consumer Brands

Empresas colaboradoras

Spark Foundry

Alicia Cohen, Associate Director, Planning
Ebony Jones, VP, Content
Kate Bower, EVP, Experience Planner
Pablo Graham, VP, Planning
Ian Roberts, Associate Director, Content
Lilly Nunnally, Manager, Content
Nicole Lee, Manager, Planning

Mars

Kerrin VanWashenova, Director, Client Leadership
Kristen Sabol, VP, Client Leadership
Johnny Gomolka, Creative Director
Victoria Van Dusen, SVP Customer Development
Lindsay Ruddy, Creative Director

Anunciante(s)
Sopa condensada de Campbell

Los mercados corrieron
Estados Unidos

Idioma
Inglés

Clasificación
Nacional

Región
América del norte

Nivel de premio
Oro

Sector industrial
Alimentos y bebidas (sin alcohol)

Programa
Estados Unidos