Campbell ‘Discovers’ The Wisest Kid in the Whole World
Through a new campaign, the Campbell Soup Company has "discovered" The Wisest Kid in the Whole World, an eternally 8-year-old boy who embodies the collective wisdom of kids everywhere.
A series of TV commercials, print ads and social media features The Wisest Kid in the Whole World offering kid-friendly recipes, mealtime tips and more to help parents avoid the “mealtime dilemma.” The campaign is grounded in research that confirms that among all their mealtime options, kids rank soup among their favorites.
“Soup is one of kids’ favorite meals—any time of day. With the help of The Wisest Kid in the Whole World, Campbell will remind parents that kids love soup—slurping noodles, dunking sandwiches, spelling words, scooping up veggies,” said Ed Carolan, president of U.S. Retail for Campbell Soup Company. “We want to build on the strong connection Campbell has with parents and kids in a new way with strong creative visuals and engaging digital elements. The Wisest Kid in the Whole World campaign is designed to prompt parents to think about Campbell’s Condensed soup in a contemporary fashion.”
The Wisest Kid in the Whole World will appear in five TV commercials and nine print advertisements for Campbell’s Condensed soup. The campaign also offers parents fun ways to interact with the boy guru, including two widget applications, which will be placed on websites and blogs, and amplified in social networks. The Kid Wisdom Widget is an interactive tool that allows parents to share the wise things their own kids say. The second widget, the Ask Wisest Kid Widget, will be released this fall and will enable parents to seek real-time guidance and help from The Wisest Kid in the Whole World.
Additionally, the campaign will sponsor a series of online videos that are relevant to parenting. Campbell is the first sponsor of Andrea Rosen’s new online Nickelodeon series, “Take Me to Your Mother,” as well as the “Sunday Night Circus” on SheKnows.com. Both programs offer comedic takes on parenting and overcome lighthearted challenges at mealtime with their families.
On Sept. 17, Times Square in New York City will be buzzing when The Wisest Kid in the Whole World “streams live” from his mountaintop via a digital billboard to answer parents’ questions about what makes kids happy. Ana Ortiz, a mother of two from TV shows "Devious Maids" and "Ugly Betty," will appear at the experiential marketing event to “chat” with The Wisest Kid in the Whole World and share the secrets to kid contentment that she learned from the bearded guru.
Founded in 1869, Camden, N.J.-based Campbell Soup Company manufactures and markets high-quality foods and simple meals, including soup and sauces, snacks and healthy beverages.