'Healthy Request' is a Customer-Focused Campaign from Campbell's
Christopher Magsambol — October 28, 2015 — Marketing
References: multivu & marketingmag
Through a new campaign called 'Healthy Request,' Campbell's is trying to change the perception of canned soup. A negative stereotype exists that perceives canned goods as unhealthy and full of preservatives. Campbell's new campaign and its bold new slogan "No preservatives. Ever.” is attempting to alter this misconception. To do so, an online platform has been made available, which invites consumers to ask questions about Campbell's products on WhatsInMyFood.ca. This will allow the beloved company to give people a clearer picture of what exactly is in their food.
The Healthy Request campaign also introduces two new soup flavors: a Curried Cauliflower Lentil flavor as well as Lemon Chicken Orzo with Chickpeas and Zucchini.
The campaign includes social media and digital marketing, which includes short videos that highlight the brand's fresh and locally sourced ingredients.
The Healthy Request campaign also introduces two new soup flavors: a Curried Cauliflower Lentil flavor as well as Lemon Chicken Orzo with Chickpeas and Zucchini.
The campaign includes social media and digital marketing, which includes short videos that highlight the brand's fresh and locally sourced ingredients.
Trend Themes
1. Healthier Canned Foods - The market is ripe for the innovation of healthier canned food options
2. Transparency in Food Production - New campaigns focused on transparency in food production will likely grow
3. Online Platforms for Food Education - The education of consumers about food products will continue to move online
Industry Implications
1. Food Manufacturing - Food manufacturers have an opportunity to innovate and promote healthier food options
2. Social Media Marketing - Social media marketing is a growing industry in which companies can promote and educate consumers on their products
3. Digital Education - Digital education platforms focused on food transparency and nutrition education will continue to grow
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