Campbell’s Soup Company was established in 1869 and has since been a staple in American homes. The company is parent to 21 brands that specialize in snacks, meals and beverages. Amongst these brands is the iconic Campbell’s soup brand. The original condensed line was a success for years before Campbell’s line extended its soup into four other soups; Chunky, Slow Kettle, Homestyle and Well Yes!. In addition to the lines, each line has products that specialize in certain health attributes, products that vary in form and products that come in a kids pack.
Despite Campbell's great reputation, the brand has encountered several challenges. For the purposes of this post, the main problem it faces is a perception problem. Demand in the category has significantly declined throughout the years as consumers move toward organic, all natural, generally healthier products. As the health-conscious trend evolved, new entrants such as Amy’s and Healthy Valley emerged as being organic alternatives to Campbell’s. Consumers don’t view Campbell’s as “healthy” rather they perceive it as artificial.
The soup industry has reached maturity and is struggling to gain sales. The market is fairly saturated with a few major players such as General Mills and Toyo Suisan but with even more minor players. General Mills owns one of Campbell’s biggest competitors, Progresso. Progresso has found itself facing similar challenges as Campbell’s regarding health consciousness. All major players are struggling to combat minor, privately owned, players such as Amy’s. Amy’s specializes in organic, non-GMO, vegetarian products. Privately owned brands are a threat to market leaders because minor players acquire the trust of the consumer easier than major players. For the purposes of this post, competitors will focus on Progresso and Amy’s.
Campbell's
Campbell’s is the biggest player in the canned soup market. Currently, the brand advertises across both digital and traditional outlets. Digitally, advertisements appear as display ads and social ads. Traditionally, the brand has released TV commercials that can also be found on social channels such as YouTube, in addition to print ads in food/cooking magazines. Each line of soup portrays a specific message and personality. Take a look at the three display ads below:
It is clear just by looking at the three display ads that Campbell's changes its advertising for its soup brands. The condensed line makes use of simple elements to convey a classic feel. The chunky line uses intense colors and block text to give off a ruggedness. The ruggedness is further conveyed through the NFL partnership. Finally, the Well Yes! line utilizes calm colors and script to convey sincerity. In this case, the sincerity is key in getting people to believe the Well Yes! line is made with healthier ingredients. Although these are display ads, other forms of advertising such as commercials or print reflect the same feelings and personalities.
Campbell's iconic "M'm M'm! Good!" slogan can be found in most communications however, recently the brand has been utilizing is “Taste the comfort”. The message attempts to tap into consumers' nostalgia of the brand during their childhood. Progresso
Progresso has six soup lines within its portfolio; Traditional, Light, Vegetable Classics, Rich & Healthy, Reduced Sodium, and Organic. On its owned social channels, it posts semi-frequently and tends to stay “on brand”. In addition, Progresso creates commercials that can be found on TV and YouTube channels, magazine print ads, display ads and social ads. Two display ads and one print ad are displayed below.
Unlike Campbell’s, Progresso doesn’t change its advertising based on its soup lines. Two of the ads have the same key message “You simply must taste it” while the third highlights the organic product. The print ad on the right complements a TV commercial Progresso launched in 2019. There is a sense of sophistication in the ad due to the heirloom on the far right where the soup resides. That same sophistication is prevalent in the display ads with the clean backgrounds and scripted font. Although in the same category, Campbell’s and Progresso have different targets. Campbell’s is targeting families, while Progresso is targeting single individuals who perceive themselves as being sophisticated and value image. Despite this difference, both brands are struggling with a perception problem as neither brand is perceived as "healthy".
Amy's Kitchen
Amy’s Kitchen is a family owned organic and vegetarian brand. Within its product range it has everything from soups and pizzas to pot pies. As a minor player, Amy’s does not have the resources for a lot of paid media. It does have a few display ads but none that are specific to its soup line. Amy’s mainly focuses on its owned media especially on social channels. On its YouTube page there are cooking videos, interviews with farmers, and general food content. On its other social channels, it posts updates, products and how-to videos. Below are two display ads for two of Amy’s non-soup products.
The key message is displayed in the first ad, “From our kitchen to your table”. With this message, Amy’s is creating a bond with the consumer. Bigger players such as Campbell’s and Progresso aren’t able to make such a claim because the consumer would never believe it. Both display ads use similar colors to represent organic and all-natural ingredients, fitting the brand's mission perfectly. Unlike Campbell’s, Amy’s targets a niche in the market. It targets individuals and households that value healthy living, more specifically households that seek organic, vegetarian dishes. It’s obvious Campbell’s has more awareness and media due to all its resources, however, Amy’s has a better reputation. It is perceived in a positive light, something Campbell’s is not.
Although in the same category, Campbell's, Progresso and Amy's each have their own distinct marketing strategies. For Campbell's and Progresso it is difficult to get their consumers to believe that they have evolved into a "healthy" brand because that is not where they started. Amy's may have the consumers trust but it doesn't have the capital it needs to grow as large as Campbell's or Progresso.
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