Cannes Lions

V8 (VEGETABLE JUICE)

MEC, New York / CAMPBELL'S / 2009

Presentation Image
Presentation Image

Overview

Entries

Credits

Overview

Execution

A multi-faceted creative approach integrated V8’s MESC programme with CBS daytime programming, magazine advertorials featuring celebrities already supporting the anti-hunger cause, a Facebook V8 MESC fan-page plus traditional TV, print and online ads. V8’s MESC programme was woven into the actual storylines of four CBS daytime soap operas: As the World Turns; The Young and the Restless; Guiding Light and The Bold and the Beautiful. Thanksgiving Time provided opportunities for characters to focus on charitable activity and the importance of healthy eating. Meaningful engagement with viewers was achieved with the show’s characters interacting, discussing and consuming the brand and its products throughout multiple episodes of each soap. A custom V8 MESC advertorial series in People magazine featured celebrities supporting the Feeding America anti-hunger campaign. Digital activity engaged consumers through a dedicated V8 MESC Facebook page with discussion topics seeded weekly and competitions driving user engagement of the MESC campaign.

Outcome

The combination of television integration, celebrity advertorial and digital engagement generated over 200 million impressions and 16,000 visits to the V8 MESC website. The V8 Facebook page attracted an overwhelmingly positive response with 35% of comments actively stating “thank you” to V8 for its MESC campaign. It generated 1,493 fans in six weeks averaging approximately 35 new fans daily through friends sharing the link or downloading the widget. V8 and Feeding America reported that 31 million vegetables and $1 million in donations were received, amounting to 80% and 85% respectively of the targets by midway through the fiscal year.

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