The brief was to demonstrate the versatility of Campbell’s soups as a recipe ingredient, to an audience of heavy soup users.The resulting idea is beautifully simple. We sent out real chopsticks, to show that you can use Campbell’s to make a stir-fry as easily as to make soup.

Throughout the lovingly-produced brochure, different implements are used alongside recipes to demonstrate the many ways you can enjoy Campbell’s soups.The chopsticks are Campbell branded, and the Cantonese writing on them says, “Enjoy your soup”. If you can eat your favourite soup in a stir-fry, you can eat it with almost any implement. And by sending you real chopsticks (with “enjoy your soup” printed on them in Cantonese), we offer you the opportunity to do so, rather than just telling you about it.It’s also a labour of love. Every detail has been thought about and fought for, from the paper stock, to the size and shape, the photography and illustration, and the writing on the chopsticks themselves. Even the PPI relates to the ‘how-to-use’ instructions found on packets of chopsticks.A simple idea, beautifully crafted (down to the punctuation on the T’s & C’s), and a finished pack that’s worthy of a truly iconic brand.

If you can eat your favourite soup in a stir-fry, you can eat it with almost any implement. And by sending you real chopsticks (with “enjoy your soup” printed on them in Cantonese), we offer you the opportunity to do so, rather than just telling you about it.It’s also a labour of love. Every detail has been thought about and fought for, from the paper stock, to the size and shape, the photography and illustration, and the writing on the chopsticks themselves. Even the PPI relates to the ‘how-to-use’ instructions found on packets of chopsticks.A simple idea, beautifully crafted (down to the punctuation on the T’s & C’s), and a finished pack that’s worthy of a truly iconic brand.

This mailing wasn’t just a breakthrough creatively. The targeting and evaluation used new techniques, based on transactions from the loyalty scheme of the UK's number one retailer, Tesco (which has 70% participation). This data was used to generate a model of heavy Campbell's users, who are predisposed to use Campbell's both as a soup and a cooking sauce. This model was applied to a third party data source (Claritas) to select the records.We also used the Tesco loyalty card data to evaluate the campaign. The mailed file was matched to the loyalty card base and their actual transactions matched to a control. This showed a 55% uplift in sales per week over the initial six weeks. Further analysis allowed Campbell to identify in detail where the uplift was coming from and refine the targeting of future activity.