The war of soup between Campbell and Progresso shows no signs of abating.
Campbell rang in the New Year aggressively with a new BBDO TV spot (shown here) and newspaper ad calling out General Mills' Progresso in an ongoing battle over the hazards of MSG. That follows an earlier spot from September, in which a woman, blindfolded, chooses Campbell's Select Harvest over Progresso's soups.
Campbell got all up in BrandFreak's grill with another effort: a postcard coupon campaign for Select Harvest targeting health clubs in the Northeast, Chicago and L.A. (We got ours while trotting it out at the Bally's in Center City Philadelphia.) "Introducing the lighter light soup," the ad says, an obvious snide dig at Progresso's Weight-Watchers-endorsed Light line. "We're looking for contextually relevant places to reach the consumer, and the gym is a good place to do it," says Michael Dill of Circle One, which created the postcards. (They're also appearing poster-size in some gyms.)
General Mills, meanwhile, is firing back with snide anti-Campbell e-mails to members of its word-of-mouth consumer network, Pssst, and coupon bullets of its own.
How long will the soup wars last? Through the winter, at least. And whether they admit it or not, the battle probably helps both sides by drawing attention to the category as a whole.
—Posted by Elaine Wong