Campbell’s Warms Up its Value Prop

What is soup’s value prop?

A company that sells soup could focus on the delicious taste. Or affordability. Or how easy it is to prepare.

Campbell’s has been selling soup for a long time. It’s used a lot of different marketing strategies, from green bean casserole to the Kelce brothers.

But the company hit on a new value proposition for a recent campaign.

Campbell’s is leaning into the power of soup to warm you up on a cold day.

“Whether it’s playing in the snow, bundling up next to the fireplace, or savoring a steaming bowl of Campbell’s Soup, cozy winter moments make lifelong memories.” That’s the start of a press release from the company announcing a partnership with outdoor lifestyle brand Parks Project.

A Hot New Value Prop

The shift in focus works on a few levels. For a brand as established as Campbell’s and its soup offering, it’s a refreshing new angle to reengage with audiences who are no doubt familiar with the offering and past value props.

It’s also seasonal, compelling audiences to buy it while the messaging was most relevant and relatable. It doesn’t distract or conflict with other parts of Campbell’s soup value props.

It also aligns with the “Jobs to be Done” marketing theory. On a camping trip or on a snow day, customers “hire” Campbell’s soup not to nourish them, but to warm them up and comfort them.

Campbell’s accompanied this smart messaging pivot with a well-executed B2C campaign with all the right ingredients. It partnered with a trending brand with an aligned mission, added a philanthropic component and set up a contest to capture contact information.