Campbells Soup

It’s not easy getting Australians to think of soup. Despite its nourishing qualities, we only ever think to cook it when winter arrives. And with 2016 marking Australia’s hottest year to date, we needed to remind people that no matter what life throws at you – whether it’s the weather, that time you failed to catch a rare Pokémon, Campbell’s have a soup to remedy it.

We didn’t give Australians a reason to buy Campbell’s Soup. We gave them thousands. Utilising beta technology from Google we dynamically composited search specific headlines into pre-rolls in real-time, resulting in over 1700 individual executions and a 55.6% increase in sales of Simply Soups.

“This sets a benchmark for how brands should communicate moving forward”
– Google

Awards

Cannes Lions 2017 - Media Lions - Food and Drinks

Silver Lion

Cannes Lions 2017 - Media Lions - Data Driven Targeting

Bronze Lion

AC & E Awards 2016 - Media Campaign

Winner

AC & E Awards 2016 - Copy Writing

Highly Commended

Spikes Awards 2016 - Use of Digital Platforms

Finalist

New York Festival Awards 2017 - Mobile Marketing | Rich media

Finalist

New York Festival Awards 2017 - Best Use of Media | Online

Finalist

Webbys 2017 - Advertising, Media & PR - Digital & Display Banner

Nominated

Webbys 2017 - Advertising, Media & PR – Best Use of Data Driven Media

Nominated

Webbys 2017 - Advertising, Media & PR – Best Use of Data Driven Media

Nominated

Webbys 2017 - Advertising, Media & PR – Best Use of Data Driven Media

Nominated