Best Food Industry Integrated Ad Campaign

Although Royco Minute Soup is the undeniable market leader in the slightly decreasing Instant Soup category, the brand noticed that its target group was getting older. In order to safeguard the brand’s future and in the hope of attracting a younger audience, Campbell’s decided to make the brand more dynamic.We decided to enter the snack universe and claim the unique position of ‘slow snack’ in the market of quick snacks. We intensified this unique position by claiming the break opportunity. We also decided to anticipate the current growing trend of burn-outs and depressions. We developed a character called Roy, CEO of Royco. A man with a mission: he stimulates people to take as many breaks as possible. It’s not only his company policy, but also his general philosophy of life. In a society where we are connected everywhere at all times and in which the importance of breaks seems to have been forgotten, Roy leads the way in the battle to make taking breaks important again. He spreads his slogan ‘Invest in breaks, because breaks work!’ in TV and radio adverts, on banners, via Facebook, Twitter, YouTube and many real-life activities.He even developed an app for the uber-connected society that enables them to check-out of a place and let friends know they’re taking a break.

Contributors:

Executive Creative Director:	Sam De Volder
Creative Director:	Mateusz Mroszczak
Account Manager:	Jentina Van Eynde
Project Manager:	Els Timmerman
Senior Strategic Planner:	Jef Raeman
Strategic Planner:	Nickias Pauwels
Content&Social Marketeer:	Marijke Vissers & Joren Herremans
Art Director:	Dries Floridor
Senior Copywriter:	Bjorn Blockx

THESE DAYS Y&R

Location: Belgium

About the Agency:

These Days is a full-service communication agency specialized in interactive marketing. With offices in Antwerp and Amsterdam, we offer, together with 125 colleagues services to clients such as Microsoft, Pioneer, Ford, Land Rover, National Lottery, Telenet, Q8, etc this both for the Benelux as the international market. Via the Wunderman network we have access to knowledge from over 65 local agencies in as many countries. More info on www.thesedays.com