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Tyson Chunky P&G |
Clients : Campbell's Chunky An Ethnography of Chunky Values The Campbell's Soup brand Chunky has experienced phenomenal growth over the past five years. Campbell's and their advertising agency, Young & Rubicam, wanted to understand what, exactly, had fueled that growth in an effort to maintain and increase it. To do this, the Chunky team wanted to delve deep into the lives of Chunky Soup eaters to gain a new perspective on their motivations when purchasing and eating Chunky Soup. To do this, Context anthropologists met with "heavy and light users" of Chunky Soup. The participants included individuals and families living in four markets throughout the US. The researcher took each participant through a series of methods including an in-depth contextual interview, a shop-along, a pantry inventory, and a meal participant-observation exercise. In addition, several of the participants completed a video diary exercise in which they video-documented a personal "Chunky Soup Moment". Insights gleaned from the study were disseminated throughout Campbell's and Y&R via a video of distilled findings. The Chunky team used these insights to develop the messaging strategy that was revealed in the 2002/2003 Chunky Soup advertising campaign. |
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About Context Consumer Insights Context Consumer Insights provides a lens into consumer behavior based on our ethnographic research. This year, we cover the Grounded Consumer. We will identify key pieces that comprise this insight, illustrate examples from the marketplace and offer recommendations on what to do with this information from a marketing and product development standpoint. Sign up here to get notified when new information is available. |
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