Executive chef Roy Choi joins the campaign to share creative SPAM recipes, and the first-ever brand spokescharacter takes over its social media properties.
Campbell Soup Company's consumer insights team traveled across the country to find out what makes consumers tick. Its findings shaped the company's decision to focus innovation efforts on new consumer groups, new consumer needs and new consumer platforms.
In addition to TV, digital and social media, the multi-million dollar campaign will include national print, out of home advertisements and other targeted advertising, on-pack, experiential marketing and public relations.
Developed by Droga5 New York, the launch of the MADE CO. initiative also coincides with a series of television commercials created by the agency for the brand's newest snack, HONEY MAID GRAHAMFULS Filled Crackers.
The brand is celebrating its 100th anniversary in 2013 with product launches and improvements, social media giveaways and a promise to continue giving consumers "more of what they love."
