A non-conventional advertising approach was taken to drive the message that Campbell’s Chicken Soup is made from 100% real chicken. Egg trays made out of wood were built onto supermarket shelves to show shoppers that Campbell’s Chicken Soup is made from chicken so real that it even produces eggs; albeit, plastic. This point-of-purchase advertising was placed at heavily-visited supermarkets just before Christmas, and produced at a budget of USD 6,000.

As a result, shoppers were attracted to the egg-tray shelves and Campbell’s Chicken Soup sales rose by almost 5% during the festive period. Word then caught on about the effectiveness and the uniqueness of the communications, that other Campbell’s offices from around the world were encouraged to think of similarly imaginative marketing ideas.