Generate Awareness

Progresso Soup:
Winning the Soup Wars

As ready-to-serve soup gained popularity, Progresso Soup doubled business through competitive advertising. To help maintain the company’s market position, Padilla Speer Beardsley sent soup taste kits to key opinion leaders and sent supporting research data to business and trade media. A satellite media tour, featuring celebrity Chef Mario Batali, reached more than two million consumers in key markets. Placements in national and trade media publications reinforced Progresso’s key messages. Importantly, the Wall Street Journal noted that the company had gained market share against its biggest competitor. Experiencing the strongest sales results to date, Progresso won the soup season.