Campbell’s in bid to convince consumers of ‘quality and freshness’ of canned soup

Tim Burrowes

April 16, 2010 12:11

Campbell’s is unveiling a new brand campaign for its Country Ladle soups brand in a bid to combat negative perceptions associated with canned food.

Created by Clemenger BBDO Sydney, the “One good thing leads to another” campaign launches on April 18 and focuses on the quality and freshness of the vegetables used in the soups.

The Country Ladle brand TVC is being supported by a new product launch TVC for Country Ladle Lunch Specials, as well as point of sale.

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Tim Burrowes

Tim Burrowes is the publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and sister title Unmade in 2021. He's worked in the UK, Middle East, Asia & Australia and has specialised in writing about the communications world for the last 25 years. He wrote the book Media Unmade, published in 2021, and became the presenter of MediaLand on ABC Radio National in 2025.

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1 COMMENTS

Gina Lofaro aka the wordmistress 16 Apr 10

Well, I really like the “one good thing leads to another” slogan, not bad at all! The TVC is tempting, visually appealing and kind of cute. All said and done, fresh is best but who REALLY gets fresh from their supermarket. If produce going into a can of soup is fresher than what we can buy it in the supermarket, then who could complain? Considering that the choice could be canned soup or a Big Mac, I’m hoping the campaign truly does kill the negative perceptions. For me, the campaign is a job well done.

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