Throughout a series of ads, Campbell Soups features “real life” families, and the inclusive series of spots features a gay couple and their son. The tagline “Made for Real, Real Life,” is the brands new campaign hoping to depict “real food that matters for life’s moments.”
According to AdAge:
Yin Woon Rani, Campbell’s VP-marketing activation, said the company wanted to show a diverse mix of American families in the spots and to add a “a wink and a smile” to the brand’s messaging. According to the company, Campbell’s brand products are already found in 88% of American households. Still, it needs to push shoppers to buy more, especially as other areas such as fresh foods continue to gain ground over packaged items. Campbell has acquired brands such as Bolthouse Farms and Plum, is working on removing more artificial colors and flavors and is cutting costs as it tries to gain a competitive edge in a rapidly changing environment.
Watch the ad after the jump…