The Campbell Canada makeover supports the brand’s aim to offer only products that Canadians are proud to serve their families.
Campbell Canada has moved to overhaul its Condensed product line-up, a decision which takes effect this August with its ‘Great for Cooking’ soups. The makeover exercise supports the brand’s aim to offer only products that Canadians can be proud to serve their families.
While the red and white soup tins have been a pantry staple in kitchens for 85 years, a major revamp has ensued to ensure the portfolio features ingredients consumers recognise. Paying attention to the needs of consumers, artificial flavours and colouring will have no place in said cans.
The aforementioned range features 19 varieties built on great taste, minus the addition of monosodium glutamate. The group has taken another huge step by sharing with customers what goes into its food and why. The marque’s transformation has been amplified with the launch of a dedicated microsite.
Introducing alterations that are customer-centric, the brand endeavours to become BPA-free across all of its canned categories by mid-2017. From Ontario carrots to locally-harvested potatoes to vine-ripened tomatoes and lean chicken, the product line is expected to adopt a more wholesome approach.
“We believe real food should be prepared with recognisable ingredients—plants or animals. It should be responsibly crafted while safe for consumption and available at a fair price—all three without compromise,” said Moya Brown, Vice President of Marketing at Campbell Canada.
Three new flavours have hit the market to include the all-new (a) Roasted Red Pepper & Tomato, (b) Cream of Bacon, and (c) No Salt Added Cream of Mushroom, and (d) No Salt Added Cream of Chicken soup varieties. New packaging for the entire portfolio has also been introduced.
The food production giant is backing the product launch and new look with an extensive multi-media marketing campaign which includes television, digital video, social, and shopper marketing executions, as part of its Masterbrand We All Soup promotional push.