Through a new campaign called 'Healthy Request,' Campbell's is trying to change the perception of canned soup. A negative stereotype exists that perceives canned goods as unhealthy and full of preservatives. Campbell's new campaign and its bold new slogan "No preservatives. Ever.” is attempting to alter this misconception. To do so, an online platform has been made available, which invites consumers to ask questions about Campbell's products on WhatsInMyFood.ca. This will allow the beloved company to give people a clearer picture of what exactly is in their food.
The Healthy Request campaign also introduces two new soup flavors: a Curried Cauliflower Lentil flavor as well as Lemon Chicken Orzo with Chickpeas and Zucchini.
The campaign includes social media and digital marketing, which includes short videos that highlight the brand's fresh and locally sourced ingredients.