Dive Brief:
- Campbell's Soup is asking people to pledge their support for canceling school when there's bad weather, according to a company announcement. The brand's "Save the Snow Day" campaign calls on "all who believe in shutting screens off and putting snow boots on to pledge their support to keep a cherished winter tradition alive."
- The first 3,000 people who pledge their support for the campaign at SavetheSnowDay.com will receive a free snow day activity package with items such as a snowman-making kit. The website has a "snow map" to show which regions have the most supporters for the campaign, and a series of coloring sheets that families can hang in their front windows to show their support.
- Campbell's released a one-minute film titled "Long Live Snow Days" to highlight the meaning of snow days for kids as a fun break from school, giving them a wintry day to play outside before coming home to warm up with hot cocoa and chicken noodle soup. The campaign looks to preserve a fun tradition for kids that may be less likely this year amid virtual classes.
Dive Insight:
Campbell's "Save the Snow Day" campaign is the company's lighthearted response to recent news that a growing number of school districts are canceling snow days this year, deeming them as unnecessary when kids are staying home and logging into virtual classes during the pandemic. The effort is a way for Campbell's to participate in people's discussions about the pitfalls of distance learning, showing that the company empathizes with kids facing significant disruptions to their routines. That messaging reinforces the idea that Campbell's is a reliable provider of comfort food for families.
By offering kits to the first 3,000 people who pledge their support for the campaign, Campbell's can help to build a database of consumers who may represent its most loyal customers. Campbell's website gives people a chance to sign up for its email newsletter, an important step in maintaining more direct relationships with consumers. The company also is asking people to share their support for the pledge drive on social media, helping to extend the reach of the "Save the Snow Day" campaign.
Campbell's various soup brands have been active with promotions aimed at younger consumers this year. Its Campbell's Chunky line, which is the official soup brand of the NFL, recently collaborated with Target on a virtual esports tournament that looks to alleviate food insecurity among school-aged children. The tournament starting Dec. 19 features NFL players and Madden esports professionals who will act as "Champions of Chunky" team captains and mentors to players who make it to the top-eight bracket. The Chunky Million Meals Challenge Finals scheduled for late January will be broadcast live on the NFL's Twitch and YouTube channels.
Campbell's latest campaign comes as the packaged foods company has seen stronger sales growth this year with consumers making more meals at home during the pandemic. Its comparable sales rose 12% during the three-month period ended Aug. 2 from a year earlier. Because of the uncertainties with the health crisis, Campbell Soup didn't provide a financial forecast for the full year. However, the company estimated that sales would rise 5%-7% during the current quarter to $2.18 billion.
Campbell Soup is among the food companies that may see a decline in home food consumption in the next year or so as folks resume former spending patterns as the pandemic is eventually brought under control. Without naming specific companies, analysts at Moody's said sales and earnings will start to decline next year as food companies struggle to match the strong retail sales growth they saw this year, reported by Marketing Dive's sister publication Food Dive.
