A freestanding insert designed to help Campbell Soup Company introduce a new look for its classic soup can packaging while driving sales earned recognition this month as winner in the “Brand Refresh” category of the second-annual Best of Sellcheck Awards.
Distributed in August 2021 through the SmartSource co-op FSI program, the ad introduced the striking new packaging while employing the Campbell Soup brand’s iconic “M’m! M’m! Good!” tagline. A QR code extended the shopper engagement by linking consumers to the campbells.com website to find recipes incorporating various condensed soups into the ingredients.
In addition to earning high scores through the Sellcheck optimization platform, which evaluates the potential effectiveness of marketing creative, the FSI was recognized by judges for its impactful color blocking, which “not only helps the FSI stand out among others, but also directly contributes to the new look at shelf, making the new packaging unmissable,” according to Lynn Neal, Sellcheck’s Chief Product Officer.
The Mars Agency worked with Campbell’s on both the creative and the media placement, which tapped into the agency’s proprietary Marilyn technology to identify ideal shopper touchpoints for reaching loyal condensed soup buyers.