Campbell Soup HK's #OpenTheCanOfFreshness campaign uses AR to promote healthy ingredients
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Canned goods often have to overcome some negative perceptions, especially as consumers have increased their demand for healthy options. In response, Campbell Soup HK has launched its #OpenTheCanOfFreshness campaign to emphasise the healthy ingredients in its products.
The brand hopes to regain consumer confidence with relevant claims, build a brand association with healthy ingredients, and strengthen its brand affinity with Hong Kong consumers. The centrepiece of the campaign has been the creation of an augmented reality (AR) camera filter on its official Facebook page, conveying an idea of freshness.
Users can click the link on the Facebook post to be redirected to a branded gamified AR filter, allowing them to virtually collect different nutritious ingredients from the brand's product range. In addition, the tool allows users to record their ingredient grabbing spree and share their videos for a chance at winning a prize.
https://www.facebook.com/campbellshk/videos/230589121561938/
“Educational campaigns are never easy. Consumers can easily get overwhelmed by bombarded messages. The creative tasks we set for ourselves were how to keep the communication simple, convince the consumers with evidence, and more importantly, make it fun. We wanted to give people the chance of opening a can of Campbell Soup and uncover the quality ingredients. Thus, we knew that interactive elements would be a key factor in this campaign,” said Desmond So, CEO of Uth Creative Group.
The larger campaign consists of a smorgasbord of creative content including programmatic banners, product placement on TV programmes, healthy recipe inspirations, and collaborations with influencers, nutritionists, and publishers. Furthermore, in-store displays will communicate with the brand's target audience to take them from online to offline.
“Convenience foods like canned soup often get some debates when it comes to eating healthy. In fact, we only choose ingredients that are of great quality and safe to eat. Through this interactive campaign, we would like to ensure and educate our consumers that we’re committed to providing products made with quality ingredients, to strengthen consumers’ confidence to incorporate our products into their healthy eating habits," said Angie Lee, country manager - Hong Kong and Taiwan of Campbell Soup.
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