Campbell’s Wholesale, formerly Campbell’s Cash & Carry, was a big deal in the 90s with 30 outlets across Australia and the iconic Delilah TV adverts.
The wholesale foodservice industry has since undergone major disruption, driven by supermarket-led vertical integration – most notably Woolworths’ acquisition of PFD Food Services in 2021 – and increased competition from bulk retailers like Costco.
Fast forward to 2024, when we started working with them, and Campbell’s footprint has shrunk to 16 stores with a focus on targeting independent single-site operators (SSO’s) in the food service industry.
Despite a post-COVID recovery in food services, cost-of-living pressures have taken a toll on SSOs. Many have closed in the past year, replaced by chains that are typically serviced by other businesses.
In recent years, Campbell’s advertising focused on price to match customer sensitivity but lacked the emotional resonance and distinctiveness to increase market share.
Our brief was to increase eCommerce purchases while rebuilding the Campbell’s brand.
Life is tough for SSO’s:
Although price remains a key factor, the convenience and friendly service SSO’s offer their customers is rarely a luxury afforded to themselves.
In a price-driven market dominated by larger players, Campbell’s could differentiate by positioning itself as a supportive partner who understands SSO’s challenges and helps ease the day-to-day burdens of running a business.
Our priority when coming on board was to optimise the performance end of the campaign. We cleaned up the MarTech and Analytics setup, ensuring the campaigns could optimise accurately towards high-value actions.
Over three months, we introduced a new bottom and middle-funnel content strategy, expanding messaging to include service and customer support, not just price and product.
This laid the foundation for the launch of the ‘We’ve Got You’ campaign and hero videos, aimed at rebuilding Campbells’ brand identity.
One of the things that sets Paper + Spark apart is our approach to reporting. We treat content as the key variable, using performance insights to refine and optimise our creative output. This data-driven approach has helped us build a library of high-performing assets across the full funnel.
At the same time, we’ve developed dashboards to give the client an executive-level view of campaign performance.
Ethnographic research
Desktop research
Search analysis
Audience personas
Creative insight
Creative platform
Content pillars
Media planning
3 hero TVCs
4 customer testimonials
30 hub pieces promoting service, range, category entry points
18 super specials and catalogues promoting price.
Meta
Google Pmax
Google DemandGen
Google Search
YouTube
TikTok
Radio
Corporate website
Pixel set up
Report automation
Executive-level dashboard
MMM test
"(Required)" indicates required fields
