Campbell's Velish Soup Kitchen

Challenge

Campbell's wanted to raise awareness and trial their new range of healthy Velish soups. Velish is for modern women who care about what they eat and dont want to compromise on taste. The client requested an activity that was more creative and engaging than a basic sampling activity. It also needed to be PR-able and discussed on social media.

Insight

Busy, working women enjoy healthy, good food in a female-friendly environment during their work break. And in the middle of a recession anything that is good, healthy and free is welcomed by consumers.

Solution

We created pop-up Velish 'soup kitchens' in disused cafes and vacant sites in Wellington and Auckland over two weeks. These cafes had comfortable seating, soft music, female-focused magazines as well as three flavours of Velish soup given out for free with a voucher for further purchase.

For every carton of Velish soup given away a carton went to Foodbank.

The activation was pre-promoted via office drops, PR in female-focused magazines, on radio and breakfast TV. A Facebook page was also created with the voice of the soup kitchen chef to interact with visiting consumers.

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