Objective:
To create an integrated campaign for Progresso soup promoting the perception that Progresso is soup for adults. The target is women 21-35, who lead busy lives and a ready-made lunch can make a big difference in their day. Their “like homemade recipes” and variety of flavors from Traditional, Light, Artisan, Rich & Hearty, Reduced Sodium, and Vegetable Classics makes them more sophisticated than other canned soup brands, making it a meal that an adult can enjoy.
Approach:
We envisioned a character like Jess from New Girl who is struggling to become a real “adult” and is unsettled when she realizes that she is falling into traditionally adult habits. But because soup is comfort food that is easy and uncomplicated, this Jess character is reassured that everything is going to be OK and that this “adulting” thing isn’t so bad after all.
Copywriter: Joseph Nader
Art Director: Amy Chang
