Brief:

• Campbell Soups snack brand Late July this month is taking over "Summer on Spotify" playlists as part of its first national advertising campaign, per information shared with Mobile Marketer. The campaign on the streaming platform includes an audio spot.
• Expanding on its "Bring Out the Good Chips" campaign, Late July's advertising will appear among the "Summer Party," "Summer BBQ," "Your Summer Rewind" and "New Music Friday" playlists. Summer-themed playlists have seen a 245% surge in recent weeks.
• Late July's advertising follows the launch of Burt's Bees' first Spotify playlist called "Nature Break" that focused on personal wellness, Anytime Fitness' curated playlists for virtual workout classes and the U.S. Census Bureau's audio campaign. Last year, Spotify users streamed 6 million minutes of summer-themed songs a day during the season.

Insight:

Campbell Soup's Late July snack brand aims to reach the growing number of consumers who listen to Spotify with a playlist takeover that fits with its inaugural "Bring Out the Good Chips" campaign and is timed to coincide with the brand's name. Thirty-nine percent of Spotify's listeners are under age 30, while 26% of its monthly users are in North America, per data compiled by the Business of Apps. The number of listeners to Spotify's ad-supported service grew 32% to 163 million worldwide in Q1 from a year earlier, a sign of the platform's growing popularity. Considering that about three quarters (74%) of Generation Z say they often snack between meals, a study by the Institute of Food Technologies found, Late July can reach a target audience of consumers with its takeover campaign on Spotify's popular summer playlists.

While the coronavirus pandemic may have dampened enthusiasm for summer parties and barbecues, it hasn't diminished demand for snacks among consumers who are eating more frequently at home. Campbell's snacks division, which also includes Goldfish crackers and Pepperidge Farm cookies, saw yearly revenue growth of 9% in during the quarter ended April 26. Those trends bode well for Late July as the brand seeks greater awareness with its first national campaign.

Late July is the latest brand to sponsor a music playlist to reach the growing audience for streaming audio. Banana company Chiquita in April put scannable Spotify codes on its iconic blue banana stickers to let customers hear playlists and five remixes of its original 1950s jingle. Red Lobster in April created a Spotify playlist as part of campaign aimed homebound couples sharing a date night over takeout during the pandemic. As part of the promotion for Universal's "Trolls World Tour," streaming audio platform Pandora and cable company Xfinity released custom mixtapes based on the animated movie's soundtrack.

Late July also is among the snack brands that have run digital media campaigns aimed at younger consumers who use their mobile devices for entertainment and to connect on social. Kellogg-owned snack brand Pringles this month started promoting the release of its potato chips that taste like Wendy's Baconator burgers with videos on social media apps TikTok and Pinterest. The Almond Board of California, a trade group that represents growers in the state, launched a campaign in May on livestreaming platform Twitch aimed at gamers. Lay's snacks in March ran a campaign that included ad inserts and product placements in the Snapchat docu-series "Endless."