Campbell Company of Canada wants side dishes to have a more prominent place at the table this holiday season, and it's taking on some big game to accomplish its goal.
Working with Zulu Alpha Kilo, the company has created "It's All About the Sides," a campaign introducing something called "Turkeyware"—a ceramic serving vessel for sides including green bean casserole, everything bagel seasoned mashed potatoes, and hot honey sweet potatoes, all made using Campbell's broths and soups. Oh, and the platter looks just like an oven-roasted turkey.
Working with Zulu Alpha Kilo, the company has created "It's All About the Sides," a campaign introducing something called "Turkeyware"—a ceramic serving vessel for sides including green bean casserole, everything bagel seasoned mashed potatoes, and hot honey sweet potatoes, all made using Campbell's broths and soups. Oh, and the platter looks just like an oven-roasted turkey.
Campbell has actually produced 100 of the serving dishes that it's giving away via social media, but also created a video showing the role its products can play in creating side dishes worthy of the table's centre spot.
The creative shows the "Turkeyware" sitting alongside Campbell's products. "This year's hottest main course is... the sides," says a voiceover over top of a classical music soundtrack, as someone removes the lid of reveal the side dishes. The rest of the spot describes the "Turkeyware" in terms typically reserved for turkey ("golden-brown glaze," "herbs and seasoning") before concluding "And the best part? It's stuffed with Campbell's side dishes."
"Holiday hosting is overwhelming enough. We wanted to make the festive season more enjoyable for hosts and guests alike by playfully putting the focus on everyone’s favourite part of the meal—the sides,” said Campbell's VP of marketing, Mackenzie Davison. "Campbell’s soups and broths are a great way of adding flavour to your sides and ensure the time honoured favourites can be enjoyed by all."
Campbell's contends that turkey is the centrepiece of holiday feasts not because it's popular, but simply because people expect it. It cites a recent study which found that 55% of Canadians, 25 to 54 revealed they preferred side dishes to main courses.
“Turkeyware is a perfect solution," said Zulu Alpha Kilo's chief creative officer Brian Murray. "Strategic, creative, silly enough to captivate just about anyone, and it stirs up a debate that’s juicer than most turkeys."
The only question now is, white or dark ceramic?
[videopress jOZg4tIk]
