As the holiday season unfolds, Campbell’s Company of Canada has introduced a delightful and unexpected twist to elevate your festive dining experience—Turkeyware. This innovative campaign puts a creative spin on serving holiday side dishes, emphasizing their importance in every celebratory meal. The campaign, titled ‘Turkeyware,’ is a brainchild of the collaboration between Campbell’s and their agency partner Zulu Alpha Kilo, designed to add a touch of whimsy to holiday traditions.
Turkeyware is not your average serving dish; it’s a lifelike, ceramic turkey that serves as a vessel for your favorite sides, bringing attention to the delicious recipes created with Campbell’s soups and broths. In a recent national survey of Canadians, Campbell’s discovered that while turkey is a staple during the holidays, it’s often served out of tradition rather than a strong preference among guests. Surprisingly, 55% of Canadians between the ages of 25-54 expressed a preference for side dishes over main courses.
Responding to this insight, Campbell’s launched the “It’s all about the sides” campaign, aiming to highlight the versatility and appeal of side dishes. Partnering with Zulu Alpha Kilo, the 360-degree campaign features digital videos showcasing the lifelike ceramic turkey opening to reveal an array of mouthwatering side dishes. Among the spotlighted recipes are the Green Bean Casserole, Everything Bagel Seasoned Mashed Potatoes, and Hot Honey Sweet Potatoes—crafted using Campbell’s soups and broths.
The videos, strategically placed on social media platforms and YouTube, encourage viewers to explore Campbell’s signature holiday recipes, positioning these delectable sides as the star of the holiday table. The campaign extends beyond the digital realm, integrating in-store efforts led by The Mars Agency and public relations outreach by Proof Strategies. The Turkeyware serves as a captivating hook for earned media and influencer engagement, with limited-edition hand-painted ceramic platters becoming coveted prizes for lucky winners.
Brian Murray, Chief Creative Officer at Zulu Alpha Kilo, describes Turkeyware as the ideal solution—strategic, creative, and engaging enough to capture attention while sparking a juicy debate. The campaign is executed as a seamlessly integrated effort, with Spark Foundry handling media planning and buying throughout the 2023 holiday season.
Campbell’s soups and broths, the culinary backbone of these delightful side dishes, are readily available in grocery chains across Canada, making it convenient for everyone to infuse their holiday gatherings with the warmth and flavor of Campbell’s creations.
In conclusion, the Turkeyware campaign by Campbell’s and Campbell’s Company of Canada is a testament to the brand’s innovative spirit, turning a simple serving vessel into a centerpiece that sparks joy and conversation. As Canadians embrace the holiday season, Turkeyware stands as a whimsical reminder that when it comes to festive feasts, “It’s all about the sides.”
