Campbell’s: Move over turkey, Campbell’s celebrates and owns sides season

Lacey Gilbert

Campbell's, a soup brand, conducted the State of the Sides report in the US to get a read on trending tastes, reverse the sales decline during Thanksgiving, and get people to make one more side dish.

Campaign details

Brand: Campbell's Brand owner: Campbell Soup Company Entrant company: LEO BURNETT, USAIdea creation: Leo Burnett Chicago Market: United States Sector: Convenience, readymade Media channels: Programmatic display, Online video, Word of mouth, influencers, KOLs, Product placement, Merchandise & free gifts, Point-of-purchase, in-store, Social media, Search marketing, Video on demand, Online display, Television & Connected TV, Websites & micrositesBudget: 10 - 20 million

Executive summary

Holidays are a crucial time of year for Campbell's, accounting for 42% of annual sales of its meal-starting soups....

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