Campbell’s Chunky Wants You to Create a Soup for a Good Cause
Laura McQuarrie — November 8, 2014 — Lifestyle
References: chunkymovember & marketingmag
In support of Movember Canada, this year Campbell's Chunky brand is running a create-a-soup contest that challenges Canadians to come up with the tastiest pub-inspired soup flavor for the chance to win $5,000.
'The Build a Flavour' contest has entrants choose from a variety of vegetables, proteins, grains and spices before choosing a name and icon to represent their pub-inspired creation, meaning this soup could be introduced as a new addition to the Chunky soups in the future.
For each contest entry, Campbell's is donating a dollar to Movember Canada, which supports funds for men's health issues like prostate and testicular cancer. Campbell's VP of marketing Moya Brown notes that "What’s really great about Chunky is it’s a male-focused brand in the food space and there’s not a lot of those. A lot of women purchase Chunky for their families, so by partnering with Movember, we can get their message out to male and female consumers."
'The Build a Flavour' contest has entrants choose from a variety of vegetables, proteins, grains and spices before choosing a name and icon to represent their pub-inspired creation, meaning this soup could be introduced as a new addition to the Chunky soups in the future.
For each contest entry, Campbell's is donating a dollar to Movember Canada, which supports funds for men's health issues like prostate and testicular cancer. Campbell's VP of marketing Moya Brown notes that "What’s really great about Chunky is it’s a male-focused brand in the food space and there’s not a lot of those. A lot of women purchase Chunky for their families, so by partnering with Movember, we can get their message out to male and female consumers."
Trend Themes
1. Charitable Food Contests - Exploring charitable food contests can help brands support important causes while engaging consumers in a fun and creative way.
2. Personalized Soup Creation - Creating a platform where customers can personalize their own soup can help food brands understand consumers' preferences and offer innovative soup flavors.
3. Male-focused Branding - Developing more male-focused branding can create new opportunities for marketing and product development in the traditionally female-dominated food space.
Industry Implications
1. Food and Beverage - Food and beverage companies can leverage charitable food contests to raise awareness and support for important causes while generating engagement with their brand.
2. Retail - Retailers can offer personalized soup creation experiences to customers as a way to differentiate their offerings and provide a unique shopping experience.
3. Health and Wellness - Health and wellness brands can partner with male-focused food brands to address men's health issues and promote healthy living among male consumers.
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