2023 Winner

To get millennial foodies to think of Campbell’s in a new light, Leo Burnett collaborated
with mixologists – rather than chefs - to highlight the unique possibilities of the modern broth flavours that had yet to grab their attention. “Brothtails” featured four cocktails made with its new broths: margaritas with Pork Ramen Broth, daiquiris with Mushroom Broth, mango bourbon sours with Pho Broth and negronis with Thai Chicken broth. The campaign led to a 1,600% increase in organic engagement, 69% increase in brand mentions and more than 46 million impressions.

Credits

Agency: Leo Burnett, Toronto
Client: Campbell’s

Creative Agency: Leo Burnett, Toronto
President: Ben Tarr
Chief Creative Officers: Lisa Greenberg, Steve Persico
VP, Head of Account Management: Natasha Dagenais
Chief Strategy Officer: Tahir Ahmad
Group Creative Director: Ryan Lawrence
Art Director: Angelo Roldan
Copywriter: Ryan Lawrence
Agency Producer: Kaitlyn Balmer
VP Strategy: Ryan Roberts
Group Account Director: Lauran Gibson
Account Executive: Lauren Clancy
Integrated Project Manager: Charlene Leong

PR Agency – Proof:
Senior Vice President: Bunmi Adeoye Account Director: Corinne Perez-Abergel Account Executive: Brittany Wong

Fuze Reps:
Photographer: Maya Visnyei
Executive Producer: Nicole Gomez

Editing Company – Leo Productions:
Editors: Dan Purdy, David Nakata
Retoucher: Dave Burt

Client: Campbell’s
VP of Marketing: Mieka Burns
Director of Marketing: Sarah Broomfield Brand Manager, Cooking: Katya Sen