2010 GOLD

BOOMER+

MANY, MANY REASONS

CAMPBELL'S, CAMPBELL SOUP COMPANY

James Gilbert, Director of Global Advertising
Oliver Armstrong, Senior Brand Manager
Tim Oswald, Associate Brand Manager
Eric Christianson, Business Director

BBDO

Tom Darbyshire, SVP Creative Director
Melissa Martinez, Account Director

MEDIAEDGE:CIA

Ericka Santos, Partner

CIRCLE ONE MARKETING, LLC

Michael Dill, Managing Partner

G2 INTERACTIVE

Andres Valencia, Sr. Account Executive

WEBER SHANDWICK

Jeanne McIntyre, Senior Vice President

Canned food has come to seem low-quality and highly-processed. To bring Campbell's Condensed soup from the dusty recesses of Baby Boomers? pantries, and onto their tables, we had to dispel many, many misperceptions. Research helped us identify compelling, convincing facts that gave Boomers 'many, many reasons' to rediscover Campbell's soup as authentic nourishment; real food, from real farms. And when we fed them facts, they ate more soup. Significant changes in Boomer's perception of Campbell's Condensed lead to +.10% growth in share.