Campbell's Swanson campaign gets into housewives minds

Hong Kong - Campbell's has made the first local investment in its Swanson chicken broth brand in two years, launching a campaign to promote its 97% fat free range to health conscious housewives.

The campaign rode on a consumer insight that local housewives face the dilemma of wanting their families to eat healthy yet not sacrifice on taste when preparing dishes.

"Riding on this consumer insight, we've tried to communicate that with Swanson you can get the best of both worlds. Swanson is made of premium chicken and is 97% fat free, and is the best choice for demanding housewives looking for both taste and health," Heidi Nam, marketing director for Campbell Soup Asia said.

The TVC developed by Y&R, kicked off last week on TVB Jade and pay TV, featuring a housewife's conscience depicted by an angel and a devil as she prepares her meal having to consider the importance of cooking a healthy dish versus one that is tasty.

Fung Yiu Kwai, creative director for Y&R, said the challenge of the commercial was to build empathy with the target.

"By using the analogy of Angel and Devil, it is easy to let the housewives understand the dilemma they are facing everyday. Besides, it is executed in a light-hearted way so they can grab the product story in an entertaining manner".

The first burst of the campaign will run for four weeks and includes outdoor in MTR trains.

Mediaedge:CIA handled media buying and planning for this campaign.