Clever Ad Eliminates Hunger and Sells Soup All at the Same Time

Those smart advertising people at Canadian ad agency Leo Burnett [Flash] came up with this clever art/public service/marketing of Campbell's Soup installation that tugged on your heart string:

In a grocery store 4,820 cans of Campbell's Soup were used to build an installation piece that spelled HUNGER. Signage beside the piece encouraged shoppers to buy one and donate it to their local food bank. As shoppers bought cans from the display the word HUNGER slowly disappeared. This allowed people to see how their individual effort coule help bring an end to the problem of hunger.

Link via Hobson's Choice


I'm sure the local food bank was just thrilled to receive a enormous flood of canned tomato soup. *eyeroll*

A more varied donation display would have been more useful, but wouldn't have looked as pretty.
Abusive comment hidden. (Show it anyway.)
Pablo, that would cut the profits, too. But Campbell's does contribute to food banks; I don't know how much. This is a clever display, but I'm sure a lot of folks took cans off it to buy for their own pantries.
Abusive comment hidden. (Show it anyway.)
@Miss Cellenia and Pablo: Even if lots of people took food home for themselves, it raises awareness, something that Campbells donating directly wouldn't do.

@Justin
Can't tell who you're rolling your eyes at... Maybe food banks where you live would be annoyed to get a couple of pallates of the same thing, but the food banks where I'm at would love to have anything. There are times of the year where they don't have enough for everyone who needs it.
Abusive comment hidden. (Show it anyway.)
Yeah, anybody who has been to biz school can tell you this promotion is all about selling soup. Fortunately, there are plenty of guilt-filled consumers out there to fall for it.
Abusive comment hidden. (Show it anyway.)
Food banks wouldn't mind having the same kind of each can lol. Tomatoes are the cheapest actually (in my local grocery store). My class collected money and bought $100 worth of canned tomatoes and the rest of the class brought in diapers, other canned goods and we collected 3200 cans in the 3 week duration.
Abusive comment hidden. (Show it anyway.)
Login to comment.
Click here to access all of this post's 10 comments




Email This Post to a Friend
"Clever Ad Eliminates Hunger and Sells Soup All at the Same Time"

Separate multiple emails with a comma. Limit 5.

 

Success! Your email has been sent!

close window
X

This website uses cookies.

This website uses cookies to improve user experience. By using this website you consent to all cookies in accordance with our Privacy Policy.

I agree
 
Learn More