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With its new “Meals That Matter” campaign encompassing TV, print and digital elements, College Inn broth, a brand of Pittsburgh-based Del Monte Foods, has rolled out the largest advertising campaign in the brand’s history — one that not only spotlights its prize-winning flavor, but also aims to bring families together for dinner.
“By connecting the brand to family values, we were able to differentiate College Inn as a broth that creates meals that encourage the entire family to slow down and spend some time together,” noted Bronson Smith, co-creative director at Pitsburgh-based independent integrated marketing agency Smith Brothers, which developed the promotions. “The campaign positions College Inn as having the highest-quality ingredients that make meals that really matter.”
The central image of the promotion is a stockpot from which rising steam turns into visuals of chicken, vegetables and herbs. As well as regional ad runs in the Northeast, Great Lakes and Florida regions of the United States through the end of the year, the campaign includes a new Web site at www.collegeinn.com, offering easy recipes and tips.
According to Smith: “Our Advertising Specialty Institute (ASI) score for the television concept [for College Inn] ranked among the top 5 percent of all time — a staggering feat when you consider it was up against 40,000 commercials. It’s full steam ahead for College Inn.”
Additionally, the brand has teamed with All-Clad this holiday season to drive customers to the new College Inn Web site. Through the end of the year, consumers can register online to win an eight-piece set of All-Clad gourmet cookware.