Campbell's: Dinner Insurance

Campbell's, the soup brand, supported nervous first-time Thanksgiving cooks during COVID with its Dinner Insurance campaign in the US.

Campaign details

Brand: Campbell'sBrand owner: Campbell Soup CompanyEntrant company: Leo Burnett ChicagoIdea creation: Leo Burnett Chicago, ChicagoMedia: Spark Foundry, New YorkPR: MSL, ChicagoMarket: North AmericaSector: Convenience, readymadeMedia channels: Email marketing, Social media, Websites & micrositesBudget: Up to 500k

Executive summary

Thanksgiving is an important holiday for American families and critical for driving a large portion of Campbell's annual sales. However, Thanksgiving 2020 was going to be a holiday like no other. COVID restrictions meant more first-time cooks, nervous about cooking a...

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