Campell Soup and Pepperidge Farm Team Up for the Holidays
For the first time, Campbell Soup Co. and Pepperidge Farm are promoting their products side by side for the holidays.
Items like Pepperidge Farm sugar cookies are shelved alongside Swanson chicken stock on a large merchandising center that easily transforms from a Thanksgiving to a holiday theme.
More than 60 products will rotate through the center, created by BFG Communications, under the theme, “Delicious. Delightful. Distinctively Yours.” The products include Campbell’s gravy and cream soups and Pepperidge Farm cookies, stuffing, pastry sheets and dinner rolls, among others.
“Because we have products that are key during the holidays, we felt that if we came together we could create an opportunity for the customer, and create one solution where they can find stuffing and broth and other products for the holidays all in one location,” says Wendy Bateman, director of promotions for Pepperidge Farm.
The center is designed with interchangeable headers to communicate the different messages. Large inflatable turkeys that hang over the displays are swapped out for snowmen. The side panels capture the holiday sentiment: glistening cranberry sprigs.
The imagery is all about appetite appeal: holiday meals with all the trimmings, a shift from film tie-ins. A new logo, “Share the Holidays,” plays on the partnership between the two companies.
The display “puts the products first and foremost, and that is a big shift from thinking about other partners and alliances,” Bateman says.
