According to research, six in ten mothers were either primary or co-breadwinners in their families. Based on a World Economic Forum report, the Philippines ranked 21st among 144 countries in terms of women’s economic participation and opportunity.
These numbers implied that a mother’s role has gotten bigger inside the household. The goal, then, was to position Campbell’s as a brand that understood the day-to-day challenges of running a kitchen and a family. The campaign would hit the sweet spot between life inside and outside the kitchen.
Cooking Up a Digital Campaign
In this digital age, mothers were holding smartphones, not spatulas. They’re on social media a lot; According to Let’s Get Social, “Moms lead the pack when it comes to liking brands on Facebook… and 58 percent of moms follow and like brands on social media sites.” With this in mind, the team took to Facebook. M2.0 crafted content with topics including Campbell’s Soup recipes, motivational content, and tips for the modern mom. The brand’s page shared life hacks and advice on fitness, parenting, and de-stressing. M2.0 spread awareness for promos and produced mouth-watering videos, as well.