Campbell Soup has launched its first-ever umbrella advertising campaign to support all of its U.S. soup brands. Touting «It’s Amazing What Soup Can Do,» the new campaign will support Campbell’s condensed soup, as well as soups sold in microwaveable bowls and cups under these brands.

Designed to reposition Campbell’s soups in the simple meals category and drive sales and category growth, the marketing effort will deliver an integrated campaign with spending levels well above $100 million. Campbell developed the «It’s Amazing What Soup Can Do» campaign over an 18-month period. This marks the first time Campbell has used a unifying advertising theme to promote all of its major soup brands.

Campbell’s research and consumer insights indicated that in the «post-Warhol period» of the 1970s and 80s, the company’s advertising had become too focused on the iconic can and few top selling varieties, rather than celebrating the quality ingredients, variety and great taste of its soups. The «It’s Amazing What Soup Can Do» advertising is designed to contemporize the Campbell’s brand and drive revenue growth for Campbell’s U.S. soup business by showing consumers how soup can help people eat better and enjoy every stage of life.

The campaign presents the many varieties of Campbell’s soups within a common creative framework, and all of the television spots include the same music, cinematography, voice-overs and tagline. The first spot to air, «Happier Place,» highlights all Campbell’s branded soups. The 30-second spot is the first of 15 television ads planned. The scale of the campaign, which includes television, print, radio, online, social media, along with in-store activation and sales promotion, is significantly larger than any previous Campbell campaign.

Campbell’s long-time advertising agencies, BBDO-New York and Y&R-New York, co-created the «It’s Amazing What Soup Can Do» campaign.