Progresso
Situation:
Progresso is second; Campbell's is first. We want Progresso to be number one.
Key Finding:
Soup is comfort food, but it isn't the 'I just broke up with my long-term boyfriend' comfort food. It's the comfort food for the daily displeasures. Soup is the 'what a long day at work' comfort food. Or the 'this weather sucks' comfort food.
Creative Concept:
Your comfort, your way.
Creative Executions
Package and Logo Redesign:
Our Art Director Allison Apperson modernized the logo. Plus, we added some messages inside the can-top to help you get through your day.
Line Extension:
We created the refrigerated Progresso Panini. We chose refrigerated because we saw a steady increase in sales of refrigerated foods and sandwiches over frozen foods due to their perceived freshness. Plus, panini+soup is a great combo; it came naturally.
Radio:
Our copywriter Scott Dobbin wrote fantastic radio spots. Click here to listen to one.
Social Cause:
Comfort should not be only for only the privileged. So we want to partner with a group called The Empowerment Plan; they make coats that can be converted into sleeping bags that can withstand sub-polar temperatures and donate them to homeless.
Print:
We went with the full spread to show people how soup is perfect for any uncomforting situation.
Food Truck:
Comfort can happen anywhere, so we made a food truck. We plan to take the Progresso food trucks to places that could use some comfort. For example, a youth soccer game in the middle of January, or a crowded bus stop during rush hour.
Out of Home:
Lenticular technology helps us show the comforting effect of Progresso. (They are gifs in the gallery below.)
Endcap:
Christina Foy designed an endcap that lets you feel the comfort. When you walk into the "Comfort Zone," you'll feel warmer, hear and see a crackling fire, and smell delicious soup. (Video below gallery.)
