Campbell Canada鈥檚 Turkeyware Celebrates Sides This Holiday Season
Campbell Company of Canada has launched an unexpected and fun way to put its delicious side recipes at the forefront this holiday season. Campbell鈥檚 has unveiled Turkeyware, a lifelike, ceramic turkey that acts as a serving vessel for your favourite sides, underscoring the importance of side dishes at every holiday meal.
In a recent national survey of Canadians, respondents indicated that turkey is commonly served over the holidays out of expectation, not because guests demand it. In fact, 55% of Canadians (ages 25-54) revealed they preferred side dishes to main courses. To help support the desire for delicious sides, made with a variety of Campbell鈥檚 soups and broths that serve as a shortcut to making your favourite sides the main event, Campbell鈥檚 developed a new creative campaign, 鈥淚t鈥檚 all about the sides鈥.
鈥淗oliday hosting is overwhelming enough. We wanted to make the festive season more enjoyable for hosts and guests alike by playfully putting the focus on everyone鈥檚 favourite part of the meal - the sides,鈥 said Mackenzie Davison, vice president of marketing at Campbell Company of Canada. 鈥淐ampbell鈥檚 soups and broths are a great way of adding flavour to your sides and ensure the time honoured favourites can be enjoyed by all.鈥
The 360-campaign created by agency partner Zulu Alpha Kilo includes digital videos showcasing a realistic ceramic turkey, opening to reveal Campbell鈥檚 side dishes - Green Bean Casserole, Everything Bagel Seasoned Mashed Potatoes and Hot Honey Sweet Potatoes - just a few of the many recipes created using Campbell鈥檚 soups and broths. These videos, featured on social and YouTube drive consumers to Campbell鈥檚 signature holiday recipes that deserve a spot at the centre of the table. In store and PR efforts are also integrated, with the Turkeyware serving as a hook for earned media and influencer efforts. Over one hundred limited-edition hand painted, ceramic, Turkeyware platters were produced and consumers will have the chance to win one of their own in the coming weeks through influencer and owned social channels.
鈥淭urkeyware is a perfect solution. Strategic, creative, silly enough to captivate just about anyone, and it stirs up a debate that鈥檚 juicer than most turkeys,鈥 said Brian Murray, chief creative officer at Zulu Alpha Kilo.
The digitally led campaign was executed as a true integrated effort. Media was planned and bought by Spark Foundry and runs through the 2023 holiday season, with in-store efforts by The Mars Agency and public relations outreach by Proof Strategies. Campbell鈥檚 soups and broths are available in grocery chains across Canada.
