Campbell’s is back on TV for the first time since 2011 with its soup brand, promoting the real ingredients found in the soups with English and French spots talking with actual visitors to farmers markets in Ontario and Quebec.

The national campaign, with media from OMD and creative from BBDO, targets a broad audience and will be running until March. It drives viewers to Delightineverybowl.ca, a Tumblr section of the company’s corporate page that will be updated with facts about the brand’s soups, Moya Brown, senior marketing director, Campbell’s Canada, tells MiC.

“We haven’t talked about the soup at this level for a while,” she says, “and we wanted to make sure people knew about these things because we know that consumers care about their food and how it’s made. We really hadn’t taken the opportunity to tell anyone about how we make our soup.”

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