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Brand of the Week: Campbell's Soup Company

September 15 2017 by Jordan Kramer
With the return of football season, big brands are cozying up to the 50-yard line with new ad campaigns. CSC Brands (Campbell’s Soup Company), an official NFL sponsor this year, is using the kick-off to promote a new addition to their Chunky soup lines.
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According to Winmo, CSC is looking to accelerate their digital efforts and beef up their marketing plans for its US soup portfolios to continue growing share of the Chunky and Well Yes lines. With that, there will be opportunities for both the agency and publisher sides to get in on the action. See how CSC Brands is spending across digital with our latest brand of the week report.

Chunky Maxx

Campbell’s soup lines are eating up the majority of CSC Brands’ digital advertising spend over the last thirty days, led by the launch of Chunky Maxx. The new version of their popular Chunky Soup brand promises 40% more meat, because “any more and it wouldn’t be soup.”
The campaign launched on the first weekend of regular season NFL games, focusing on target sites ESPN and NFL.com. Banner ads in addition to above-the-fold, 300x250 ad placements along the right-hand side of the page were simplistic and masculine in design. In less than a week, Chunky Maxx creatives sprang to the top of CSC Brands’ creative list by spend led by the banner ad in the screenshot below.
Overall spend for CSC Brands was relatively low in the month prior to football season kicking off. The corporation’s impressions across desktop, mobile, and video spiked nearly 7.5X their average impression share on September 10th.

CSC Brands vs. Competitors

Overall CSC Brands has spent less on digital than competitors including General Mills, the Kraft Heinz Company, and Mondelez International. But, zeroing in on the soup category, Campbell’s Soup lines are knocking out brands like Progresso (General Mills) and Cup-a-Soup (under Unilever’s Lipton brand).
With increased focus on digital, and spend clearly on the rise, we’ll watch out for CSC Brands’ share of spend and impressions to grow within their competitive landscape.


Looking Ahead

Spend for the Well Yes line of soup products has yet to increase in Q3, but is predicted to be on the rise in Q4. Currently CSC Brands is focusing the rest of their spend that isn’t going toward the Chunky Maxx line on Prego sauces. This could be a way to avoid competition between their two soup lines, but considering the branding of each, it can be assumed that they target different demographics entirely.
Publishers that cater to each end of the demographic spectrum for Well Yes and Chunky Maxx should start throwing out their pitches, especially as basketball season inches closer.
Winmo reports that Campbell’s directs digital RFPs through Xaxis, WPP’s trading desk, but is open to working with other agencies depending on the expertise.  Download CSC Brands' entire advertising strategy over the last thirty days below to see how you can best position your offerings using transparent, digital intelligence.

See CSC Brands' Full Digital Advertising Strategy [Free Report] 

To see exactly how CSC Brands (Campbell's Soup Company) has been spending their digital budget over the last thirty days, including top sites and programmatic spend, download the latest Brand of the Week report.

Download CSC Brands' Digital Ad Strategy

About Author
Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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