Campbell’s

Sector:

Food Dried

Explored:

Campbell’s were re-entering the UK market after a lapsed licensing deal. With their partner Symington’s, they wanted to raise the game in dried soups and meal accompaniments. The new range of products contain natural flavours as well as no artificial colours or preservatives and are remarkably thick and luxurious in flavour. The packaging needed to re-establish the Campbell’s brand in the market, stand out from the tired competition and convince consumers that Campbell’s dried soups are as good as the leading canned brand. They also wanted to get to market in 3 months!

Designed:

Quickly! We stripped the corporate branding guidelines back to the core consumer brand which had become iconic. Then it’s red background and banner was given a fresh interpretation to convey the quality and depth of the new products. We worked within guidelines to produce fresh and appetizing product photography and marketing copy to sell the product from the shelf.

We explored the opportunity to reference the famous Andy Warhol pop art pack design but it was not appropriate for the current marketing strategy. A re-issue of this pack is currently available in the USA only.

Realised:

The rapid production and artwork was handled by our new realization department, PathWork. 25 SKUs were artworked and launched in January 2011. Its first week saw 250,000 sales 4-times more than the current market leader.