Develop a Compelling Digital Campaign
Over the past 5 years, growth in the instant soups category had flattened. With both medium and heavy soup drinkers moving toward lighter consumption. Competing in a mature market, Continental Cup-a-Soup needed to find a way to inspire their existing soup customers to increase their usage to reverse this worrying trend.
The key challenge put to the agency was to develop a compelling digital campaign that targeted existing customers and kept Cup-a-Soup top of mind. The brand was not just competing against instant soups but against an array of alternate ‘snack foods’ which were largely impulse purchases. The digital solution needed to drive online engagement with the brand and be done with a lean budget of $30K.
The Concept was ‘Your Daily Uplift.’ To provide consumers an afternoon ‘pick me up’ online to revive them mentally during their hectic day. By posting uplifting, engaging or entertaining content to the Cup-A-Soup Facebook Page to help them get through the day and inspire them to revive themselves physically with a Continental Cup-a-Soup.