Hasta La Creative!

For most of its history, Swanson has put convenience at the core of its marketing, from launching the nation’s first frozen “TV Dinner” in 1953 to positioning its broths as an alternative to homemade stock beginning in the 1960s.

But in its newest campaign the brand is playing up the cooking process rather than the end result, as it seeks to appeal to the growing number of consumers who actually like spending time in the kitchen. The campaign, called “Why I Cook,” plugs the brand’s lineup of broths and stocks with ads that compare an empty pan to a “blank canvas,” while showing plenty of chopping, mashing and pouring scenes.

The ads, by Omnicom Group’s BBDO, New York, are a departure from the brand’s “Secret is Swanson” campaign, which typically showed smiling faces enjoying dishes prepared with Swanson as the secret ingredient.

Continue reading at AdAge.com