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.
- Hispanics have settled for Campbell’s Soups b/c is a brand they recognize from their country of origin.
Dramatized progresso’s flavor by showcasing the product feature that matters most to Hispanics, chunky veggies and pieces of chicken.
Delight your family with the unbelievably chunky great taste of Progresso.
Grew the category by convincing moms' of Progresso's homemade like taste.
Research and insight won an ARF OGILVY Award.
Progresso. This is soup.
Progresso. Esto si es sopa.