The challenge
Campbell's Real Stock is the dominant player in the Australian market for off-the-shelf liquid cooking stocks. But its position was under threat from private label and dry stock producers. Our challenge was to grow sales and improve perceptions of the brand's quality.
Our insight
In tough economic times, Australian consumers were going back to home cooking in order to save money. But they wanted to enhance their home-made meals by using inspirational recipes and high quality ingredients.
Our solution
Looking to showcase the brand in media environments reflecting the product's quality, we became the primary sponsor of Masterchef Australia, a reality show which became the most watched Australian TV show ever, with the final attracting audiences of over four million people.
Airing six nights a week in primetime, the show gave us the ideal context to highlight the quality of the product in front of our consumers. The sponsorship involved regular on-screen product usage, vignettes featuring product usage and logo association on all promotional activity. We supported the campaign with billboards and TV commercials.
On the show's website, we integrated the brand through interactive display advertising and pre-rolls, a dedicated recipe section featuring the show's judges, downloadable recipes and newsletters. Additionally, we arranged program integration deals with other popular daytime cooking shows. The campaign was reinforced by profile-raising advertising in Australia's leading food magazines.
The results
- Year-on-year sales grew by 33%
- 'Closest to home-made' perception up by 36%
- 'Made from best quality ingredients' perception up by 14%
