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 . . . "