Campbell’s Chicken Noodle Soup has been around for more than 80 years and few products are as classic as this. Campbell’s Chicken Noodle Soup customers know and love the traditional recipe, but with the recent trend towards organic, fresh, and cleaner ingredients, sales plummeted. Campbell’s responded to this with an updated recipe containing less artificial ingredients. With this in mind, we need to remind customers that although the updated recipe is new and healthier, it’s still the same great flavor they have known and loved for the past 80 years. 

There is a new generation of consumers who are very focused on eating clean and healthy.

Despite having grown up eating Campbell's Chicken Noodle Soup, Millennial and Gen X consumers no longer gravitate towards this product.

Sales have decreased drastically in recent years, mainly due to the perceived unhealthiness of the product.

Purchasing patterns are changing with consumer demographics, as most customers today tend to value perceived healthiness over a recognizable brand name.

Even though the Campbell's Chicken Noodle Soup recipe has changed to be more nutritious, it still has the same great flavor and taste it has had for the past 80 years. 

Campbell's is catering to the needs of a new generation that wants to eat better, while remaining the same brand that consumers know and love. 

​Our consumer doesn’t have a lot of rules about what they eat, but tries to make positive changes along the way that will better their health.

While holding onto the memories, sentiment, and most importantly, classic flavors that are associated with Campbell’s Chicken Noodle Soup, we will remain true to changing times and consumers.  

Under the “Take Our Word For It” campaign, we will remind consumers that we are still committed to the values and sentiments that we based their product on 80 years ago.

In conjunction with this, the campaign will use print ads to advertise that while the Chicken Noodle Soup tastes the same as it always has, the new recipe is much healthier.

Creative solutions include package redesign, new print ads, and a social media campaign.