Market Research: Soup promotion

Pillsbury, finalist in the 2000 David Ogilvy Research Awards, reviewed its market research in an effort to improve sales of Progresso soup and found that not enough shoppers were crossing over from condensed soups. A resulting advertising campaign combined with a recipe contest and a sweepstakes competition, drove sales up 12% in the 1998-1999 season, the period in which the advertisements were on the air....

BPIR Categories

4.1.2 Manage advertising & promotional activities
1.2.1 Product strengths/weaknesses/opportunities/threats