Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact
Soup was hot in 2020. Met with unrelenting uncertainty, Americans went into stock-up mode, loading up on pantry staples, like Chunky Soup. But as the world opened and choice exploded, soup's outlook cooled significantly. Our challenge: keep Chunky relevant, and keep it on top of grocery lists.
To win, we'd have to entice Millennial men – our key growth target – to keep choosing Chunky. What motivated these guys? What were they facing? We asked directly, using qualitative research to unearth truths and tensions of their lives....