Campbell Canada has released its new 'We All Soup' campaign in an attempt to target millennials. The ad spot does not feature a specific product but instead promotes messages of unity and collectiveness despite our individual differences.
The commercial discusses the various ways people interact with food and includes different types of food we eat. This marketing strategy tries to attract millennials by showing them one of the things they love most -- individuality. Despite this hyper-personalized message, Campbell's preaches that a love for soup is common among all cultures and people.
Brand manager Melissa Mendoza said that the goal of the campaign is to position Campbell's as a brand that is more relevant to millennials. The historic soup brand wants to re-invent its image from a trusted, old-fashioned soup company to an organization that is more innovative and culturally current.