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Campbell's soup holiday campaign

Photo: Bamboo Trading

Campbell’s 1948 magazine campaign clearly has one audience in mind: wives and mothers, or female homemakers.

The advertisement shows a typical holiday scene, with mother and children carrying bundles of wrapped presents while father is almost unnoticeable in the background.

In 1948, it was the woman of a household who would invariably do much of the cooking, childcare and indeed Christmas shopping.

This advertisement draws on the pressures and time-constraints placed on the mother (and all such women) as she prepares for the holiday season. It offers her a solution to find more time during the Christmas-rushed days.

Although the advertisement provides pictures and descriptions of several available soups, it focuses on value over product placement. The primary aim is to show women how Campbell’s Soup can save them time, offering a product which is not only tasty but, more importantly, fast and easy to prepare.

Holiday Marketing Takeaway

Don’t just show your customers your product; tell them how it will benefit their lives over the holidays.

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Table of Contents

Intro150 Years of the Best Holiday Campaigns
Chapter 1 The Genesis of Holiday Window Displays
Chapter 2 Macy’s Thanksgiving Day Parade Brings Spectacle to the Season
Chapter 3 How Coca-Cola Invented The Father of Christmas (Or did they?)
Chapter 4 Budweiser Celebrates the End to Prohibition
Chapter 5 Montgomery Ward Employee Invents Rudolph the Red-Nosed Reindeer
Chapter 6 Campbell’s Soup Speaks to the ’50s Housewife
Chapter 7 Mr. Potato Head Becomes First Toy Ever Televised
Chapter 8 NORAD Tracks Santa’s Journey Around the World
Chapter 9 Norelco Popularizes Stop-Motion Animation
Chapter 10 Kentucky Fried Chicken for Christmas? Why You’ll Eat KFC in Japan
Chapter 11 Folgers Advertises the Intangible
Chapter 12 Hershey’s Holiday Bells Defy an Ad Agency
Chapter 13 Coca-Cola’s Polar Bears Humanize Global Warming
Chapter 14 Coca-Cola’s Christmas Fleet Brings Truckloads of Cheer
Chapter 15 M&M’s Stumble Upon Santa –– No One is Left Standing
Chapter 16 Starbucks Red Cups Spark Consumer Salivating (and Controversy)
Chapter 17 Target Keeps it Simple with Their Black Friday Catalog Focusing on Price
Chapter 18 Pampers Silent Night Raises $40 Million for Charity
Chapter 19 Give a Garmin Hits on Travel, Humor and Holiday Stress
Chapter 20 John Lewis Focuses on Storytelling Over Brand
Chapter 21 Macy’s Believe Campaign Raises $10 Million, Involves Schools
Chapter 22 American Express Small Business Saturday Supports Local
Chapter 23 Apple Misunderstood Campaign Makes Technology and Family a Priority
Chapter 24 REI’s #OptOutside Campaign Bucks Tradition