Zillennials have pigeonholed soup to winter and sick days. It doesn’t enter the meal rotation outside of those reasons or seasons.
But Progresso is one of the OG soup brands and they’ve decided to break the stigma by showing Zillennials all the occasions that call for soup.
Soupy Manifesto
For every plot and twist. There’s Progresso, with the warmth you expect and the hug you’ve been craving. The alley-oop to your date night spread. To nurse you through the heartbreak, the rainy days and the just because.
Your savory savior, for every occasion.
SOCIAL
We took to Progresso’s Instagram to show more proof of versatility. It’s a healing hack, a bonus bestie and a perfect chill companion. It’s low maintenance, low cost, and healthy. A 3 in 1 game changer.
OOH
Hold up wait a minute, y’all thought we were finished ?
The world's a better place with bread, and soup inside of that bread. So Progresso made one.
People are more incentivized to eat soup when it’s inside of a bread bowl. Source? My entire team for this project. Making a bread bowl would increase desirability and sales.
Broth, broth, broth it up
So you forgot your lunch again, and you need something to sustain you for the last leg of your shift?
Think liquid IV, but make it soup. Small enough to fit into purse and pocket. It’s savoriness to go! Just in case an occasion calls for it…and they do, they always do. Just add water for that broth you been craving!
Out of the box ACTIVATION
Progresso hijacks the ice cream truck! Our soup truck will roll around major cities between 5-7pm to the tune of Nelly’s “Hot in Herre”.
Why? The ice cream truck is joy on wheels for all ages. We’re changing the perception of soup. We want soup to give the same joy and anytime-ness of ice cream. And who can resist the world wide classic that is Nelly’s “Hot in Herre.”
In-store activation
Replenishing your favorite conditioner ? A new candle for your new apartment? A new coffee mug to replace the one that took a tumble off the kitchen island ? Make sure you also grab a can of Progresso, don’t worry it’s in every aisle, for every occasion.