Helping an Australian icon drive brand consideration
When one of Australia’s most loved food brands, Campbell’s, came head to head with a global pandemic, sales of their soup and stock products soared due to panic buying. Campbell’s wanted to use this opportunity to increase market share and shift consumer perceptions about its products, from pantry essentials to recipe-driven must-haves.
Nine identified the need to surround Campbell’s soup with relatable cooking content to inspire that next meal at home.
Tapping into Australia’s most engaged women’s network, 9Honey, and its recently launched video series, aptly name Quarantine Kitchen, 9Honey food and lifestyle writer Jane DeGraaff was enlisted to seamlessly integrate the Campbell’s soup and stock products within her recipes.
Nine produced and integrated the Campbell’s soup and stock products into three Quarantine Kitchen videos, which were housed on the 9Honey Kitchen page of 9honey.com.au.
Jane created butter chicken, pumpkin soup and a risotto that all clearly used and visually featured Campbell’s stock products.
With the help of 9Honey, Campbell’s was able to capitalise on the opportunity to change perceptions about its brand. The videos generated high engagement, with time spent exceeding four minutes – four times the industry average. Surrounding media on integrated content delivered a click-through rate three times higher than run-of-network and article page views delivered 105% to target.