Agency: The Zucconi IDEA Agency, Inc.
Client: Campbell Soup Company
For the first time in its history, Campbell’s Condensed Soup did a tie-in with a movie — The Tale of Despereaux. And how could they not? The movie, based on the book of the same name, is set in a kingdom that celebrates soup with a Royal Holiday. So Campbell’s came up with a special “Royal Soup”.
Since it’s a children’s movie, Campbell’s wanted to reach out to kids in its promotion and increase their “kid engagement”. On National Bring Your Child to Work Day, Campbell’s challenged their employees’ children to create a Royal Soup label and sought their input on prize preferences. With the feedback, they created The Royal Adventure sweepstakes where children played a game in which they hunted for the ultimate prize — the Royal Soup Spoon. The grand prize was a royal adventure — family cruise for four, with 4,000 instant prizes, such as a Wii.
The microsite myslurp.com was designed around the magical world of Desperaux — where kids could play games, get downloads and view exclusive movie content. The promotion included custom animated TV ads and new “Royal Soup” labels for 50 million cans. Retail displays, FSIs and shelf talkers asked kids and parents to “stir up some fun” with Campbell’s.
Campbell’s tied the promotion in with their Labels for Education program, giving consumers double points for collecting the Royal label. To advocate literacy as well as publicize the promotion, Desperaux book author Katie DiCamillo gave Campbell’s associates and schools a private reading where every student received an autographed book, a Royal Soup Day crown and lunch featuring, of course, Campbell’s Royal Soup.
At the film’s New York City premiere, the voices behind the characters, Matthew Broderick, Kevin Kline and Sigourney Weaver, signed Andy-Warhol-designed soup bowls for auction to benefit the Lollipop Theater, which brings movies to hospitalized children.
This promotion was a royal success. In addition to huge increases in unique website visits and game plays, nearly 7,000 point-of-sale merchandise orders were placed, more than any previous Campbell’s kids promotion.
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