Turkeyware

Campbell Company of Canada has launched an unexpected and fun way to put its delicious side recipes at the forefront this holiday season. Campbell’s has unveiled Turkeyware, a lifelike, ceramic turkey that acts as a serving vessel for your favourite sides, underscoring the importance of side dishes at every holiday meal.

In a recent national survey of Canadians, respondents indicated that turkey is commonly served over the holidays out of expectation, not because guests demand it. In fact, 55% of Canadians (ages 25-54) revealed they preferred side dishes to main courses. To help support the desire for delicious sides, made with a variety of Campbell’s soups and broths that serve as a shortcut to making your favourite sides the main event, Campbell’s developed a new creative campaign, “It’s all about the sides”.

The 360-campaign created by agency partner Zulu Alpha Kilo includes digital videos showcasing a realistic ceramic turkey, opening to reveal Campbell’s side dishes—Green Bean Casserole, Everything Bagel Seasoned Mashed Potatoes and Hot Honey Sweet Potatoes—just a few of the many recipes created using Campbell’s soups and broths. These videos, featured on social and YouTube drive consumers to Campbell’s signature holiday recipes that deserve a spot at the centre of the table. In store and PR efforts are also integrated, with the Turkeyware serving as a hook for earned media and influencer efforts. Over one hundred limited-edition hand painted, ceramic, Turkeyware platters were produced and consumers will have the chance to win one of their own in the coming weeks through influencer and owned social channels.

“Turkeyware is a perfect solution. Strategic, creative, silly enough to captivate just about anyone, and it stirs up a debate that’s juicer than most turkeys,” said Brian Murray, Chief Creative Officer at Zulu Alpha Kilo.

The digitally led campaign was executed as a true integrated effort. Media was planned and bought by Spark Foundry and runs through the 2023 holiday season, with in-store efforts by The Mars Agency and public relations outreach by Proof Strategies. Campbell’s soups and broths are available in grocery chains across Canada.