Facebook page for soup?
Recently Campbell’s has launch a new line of soups for the ‘20 something’ called “Campbell’s Go”. These soups are sold in microwavable packages and include such flavors as:
- Coconut Curry with Chicken and Shiitake Mushrooms
- Moroccan Style Chicken with Chickpeas
- Chicken and Quinoa with Poblano Chilies
- Spicy Chorizo and Pulled Chicken with Black Beans
- Golden Lentil with Madras Curry
- Creamy Red Pepper with Smoked Gouda
To best reach the ’20 something’ target market Campbell’s has incorporated a hung amount of digital content into their marketing plan including, Facebook and Tumblr pages for each flavour and daily posts on Buzz Feed under the title “Campbell’s Go™ soups”. They have also begun sponsoring Buzz Feed’s ‘Nom Nom’ feed. Campbell’s has also teamed up with Spotlight digital music service and developed play lists based on each flavour and has sponsored the latest instalment of Angry Birds the Star Wars edition.
My question is, is it worth it? Do ‘20 somethings’ buy soup from a grocery store? Or is that done by the primary grocery shopper, usually a parent. And when they do buy soup from a grocery store I would assume is it a ‘20 something’ like me, living on their own with a strike food budget. I know when I shop for food I am forced to look at the price, and usually can’t afford flashy soups with their own play lists and Facebook pages.
Other links of interest: