Convenience items like canned soup and frozen meals were the focus of millions of advertising dollars spent trying to portray the products as premium compared to fast food, but new campaigns show that certain brands now want consumers to see their products as value choices. Campbell's has particularly taken a renewed interest in value marketing, and has gone so far as dubbing its line of five condensed soups "the original dollar menu."
Look for other Campbell's soup ads paired with Kraft Singles cheese, calling grilled cheese and tomato soup the "wallet-friendly meal your family will love." Food marketers know that popularity of these items can pay off by increasing profit margins, because the products don't cost much to produce. These big brands can't help but notice the boost in sales of store-brand items, and these new value-focused ads are meant to help the big names stay competitive. Even the milk industry is feeling the pinch and has signed Suze Orman as the face of its new campaign that claims, "Even at today's prices, a glass of milk only costs about a quarter . . . "
Emporio Armani
Dwell
Nuovegioie
well i can agree that there's something to this. personally - growing up we had grilled cheese sandwiches and tomato (or campbells vegetarian veggie soup) for dinners at least once a week and it was pretty cost effective.
i hope that campaigns like this do help manufacturers cause we have seen so many things happen with the cost for our food keeps going up and up. i like the thought that they are positioning this as the 'original dollar menu' - that's really cute.
1I hope other companies pick up on this and offer quality products for less. We truly need it right now.
2I would only see them as value choices if they weren't costing a premium compared to the generic options at the grocery store.
3Some store brand items are not very good. For example store brand spaghetti sauce. I think name brand taste much better, but then when you are trying to save money store brand always looks appealing. I will still buy Campbell's Soup though.
4I completely agree with martin. The markup on name brand and specialty foods is outrageous. I always buy the generic or store brand as long as it's not sacrificing taste. There are few thing I've found where it really makes a difference.
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