NameQuest Case Study

 Growing Faster Than The Category

Business Issue

The Campbell's Soup Company introduced a premium soup product emblazoned with a gold seal and the founder's name - Joe. A. Campbell. The name, although highly recognizable, did not differentiate the premium product from the iconic "red & white" product. The product did not meet management's expectations. Diagnostics suggested optimization of the verbal brand as a viable option.




Brand Response

NameQuest worked closely with the Campbell's consumer insights team, brand managers and business development management to develop a verbal brand that would differentiate the premium product. This soup was so good, utilizing high quality ingredients clearly visible to the consumer, that Joe. A. Campbell may have made it for his family at home. Time famished consumers wanted exceptional, easy to prepare homemade-tasting soup. NameQuest achieved the objective with - Campbell's Simply Home^®. In 2000 IRI Data reported that Simply Home^® posted sales of $51.6 million or a 12.0% sales gain over the previous year in the wet soup category that was growing at a rate of 3.5%.