Campbell’s keeping it in the family

The soupco is touring the country to find eponymous 'kin.'

It might just be the biggest family in the country. In their new ‘Meet the Campbells’ series of TV spots, Campbell’s Canada is driving a red-and-white Mini across the country to do exactly that – find families with the same last name as the iconic soup and help them ‘rediscover the Campbell’s soup they’ve always loved.’

The first spot in the series, which kicks off today, features a bona fide family of Canadian farmers who grow impressively large soup carrots for Campbell’s and who are predictably fond of Vegetable. From this ‘honourary’ family of Campbells, the next stop is the home of Patrick and Valérie Campbell of Marieville, Quebec, where soupe aux tomates is the favorite.

‘We hope to get their genuine reactions to how we are helping Canadians make the healthier choice an easier choice,’ says Mark Childs, VP marketing at Toronto-based Campbell Company of Canada. The spots end with a plug for the brand’s 30 soups which carry the Heart and Stroke Foundation’s ‘Health Check’ symbol.

Where the next stop will be, nobody’s talking – just don’t expect any family resemblance.

BBDO Toronto and Montreal did the creative for ads, which will run in both French- and English-language magazines, while sister agency Proximity developed the microsite, which is expected to launch soon. OMD Toronto handled media.