DIRECT MAIL AD (SpecAd)
Click on any picture to enlarge the project.
*As a "SpecAd," this company has not been a client of mine
Campbell's is an American processed food and snacks company whose strongest product association is arguably its line of soups.
The (fictional) task set forth was to both inspire and encourage more purchases of Campbell's various types of soup, specifically appealing to young, busy mothers who are trying to provide simple but nutritious meals for their families (among their many other tasks). A mail-out including coupons and at least 4 recipes involving different soup products was requested.
To make the most use of space and natural dividers, I opted for a direct mail brochure that included two folds which created slender columns for the various recipes. I intentionally chose dishes that required minimal effort and involved fewer ingredients that children might kick up a fuss about. To get mothers to actually pause and open the mail piece, I chose a phrase likely already echoing through their head or coming from the mouths of their little ones - "What's for dinner?" - opening the idea that this company might have the answer.