Campbell Canada takes second NAA Young Creatives entry to market
November 6, 2009 – Campbell Company of Canada has taken another National Advertising Awards (NAA) entry to market as part of their current Campbell’s® Chunky® MVC: Most Valuable Coach program. The “Food. Fast.” concept was entered in the 2008 NAA Young Creatives category by Art Director Tam Vo of Fuse Marketing and is now featured in an online campaign at chunkymvc.ca.
Cam Gardner, president of Adcam Media Group and founder of the Awards, received word of Campbell’s collaboration with Vo in September and is thrilled to see another NAA entry entering the market.
Original NAA Entry
“Campbell’s latest adoption of a creative concept received through the NAA is a perfect embodiment of our goals,” said Gardner. “Our mission is always two-fold: to provide profile, opportunity and creative freedom to members of the Canadian ad industry, and to provide tangible value to our fantastic sponsors. Campbell has been a long-time supporter of the NAA and the marketing team continues to demonstrate unwavering respect and appreciation for great Canadian creative through collaborations like this.”
Though it did not place in the awards, Tam Vo’s execution caught the eye of John Patrito, assistant brand manager at Campbell, when his team returned to the received entries looking for inspiration on the Chunky MVC: Most Valuable Coach campaign.
Final Use in Market
“In line with Campbell’s vision of Extraordinary, Authentic Nourishment For All and our core value of Creativity, the “Food. Fast.” concept is an innovative way to position Chunky soups as a more nutritious option than many other quick food options,” said Patrito. “When it came time for us to develop a series of nutrition-based online ads to support Chunky products as Real Food Recommended by Real Coaches, the “Food. Fast.” idea was a natural choice to boldly communicate the product benefits in a relevant and breakthrough way.”
The adoption of Vo’s creative marks the second time in two years that Campbell’s marketing department has executed an NAA entry in the marketplace. As part of its ongoing Help Hunger Disappear initiative Campbell incorporated the 2007 Young Creatives Grand Prix-winning entry by Leo Burnett Toronto’s Anthony Chelvanathan and Steve Persico.
Campbell Canada awarded each entrant a $1,000 honourarium for the use of their ideas in the marketplace, and made matching donations of Campbell product, in the entrants’ names, to the Canadian Association of Food Banks.
