In the last year Progresso has focused it's advertising on the insight that when people taste our soup they love it so much they want to talk about it. After all, we make soup worth talking about. People often can't believe how good a canned soup can taste, or how good a low calorie soup can taste, or how rich and hearty a soup can be. We wanted to draw attention to this so we created commercials where these ideas were the central communication but were couched in an arresting situation. We also wanted to remind people that we make soup the old fashioned way; with recipes not formulas, with fresh ingredients not freeze dried ones, with real chefs at the helm not R&D people. So we set the spots in the Progresso test kitchen where chefs answered the calls on can phones, underlining the notion that Progresso is an old-fashioned soup company with roots and history. The result: sales went through the roof