Campbells strengthens natural choices with first nationwide Pacific meals marketing campaign
Home orders, restaurant closings, remote working, and money spent on renovations during the pandemic have all been a boon to the food packaging industry, which has seen sales grow. That sudden surge in demand, however, has broken another trend that has forced large consumer goods companies to reorganize their portfolios in recent years – namely, shifting towards fresh foods and options that are better for you.
With the quarantine in grocery stores, Campbell & # 39; s has started promoting its healthier brands. For example, earlier this month the company launched a new ad campaign with actor, comedian and writer Mindy Kaling for its Well Yes! Line of ready-to-serve soup. The debut will be at the end of 2016, well! contains simple ingredients and no artificial additives.
This week, the company is putting the spotlight on the Pacific Foods line of organic soups, broths and herbal beverages with the brand's first national campaign, titled "Special Pacific". An adverb-heavy 60-second spot created by the leading creative agency 72andSunny presents Pacific Foods as a nature-friendly organization that extends from the farm to the table, with pictures of chickens, tomatoes on the vine and lots of green fields.
"We're trying to tell the full story," said Tim Goldsmid, director of marketing at Pacific Foods. "For our consumers, it's all about holistic health."
The brand focuses on everything from what people feed their families, to sourcing local ingredients, to the broader impact of food on the environment. It's not enough to tell customers that Pacific Foods makes a low-sodium soup.
Pacific Foods was founded in 1987 and had net sales of approximately $ 218 million in the 52 weeks ended May 31, 2017. Campbell acquired Pacific Foods for $ 700 million later that year to expand its list of healthy brands.
"The acquisition allows us to expand into faster growing areas such as organic and functional food," said Denise Morrison, former CEO of Campbell, in a statement at the time. "It expands our strategic requirements with regard to real nutrition, transparency, sustainability and health and wellbeing."
Other examples of packaged food companies updating their offerings for more health conscious consumers include Kellogg's new Incogmeato line of plant-based meat products and Conagra's list of innovative products for specific diets like vegan and gluten-free. Over the past year, several Campbell snack brands introduced more nutritious options, such as real-vegetable goldfish crackers and grain-free tortilla chips from late July.
The first big marketing push from Pacific Foods under Campbell & # 39; s was in development before the Covid-19 outbreak and is set to run on print, social and various digital platforms such as Hulu and YouTube. The brand also has a partnership with Pinterest which allows users to click on recipes and purchase products directly from the website.
Similar to its CPG competitors such as Kraft Heinz and General Mills, Campbell has also seen an increase in sales since March. In the company's meals and beverages segment, which includes Pacific Foods and Prego Noodle Sauce and V8 Juice, organic sales rose 19% for the quarter ended August 2.
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