Hispanics were unfamiliar with Progresso and they favored familiar Campbell Brand soups.
Convince Hispanics moms that Progresso is worth trying.
Hispanic moms believe homemade soups are best. But, she's yet to discover anything that comes close so she settles for Campbell’s.
- Hispanics have a strong affinity toward chunky homemade soups
- Hispanics associate big pieces of veggies, pasta, and chicken with homemade
- Campbell's is a heritage brand known in many Hispanic HH
Delight your family with the unbelievably great taste of Progresso.
- Dramatized progresso’s flavor by using a Spanish idiom that likens soup to gossip. Ala, Progresso soup is so good you won't be able to 'spill the beans (soup)'.
- Grew the category by convincing moms' of Progresso's homemade like taste.
Progresso. This is soup.
Progresso. Esto si es sopa.