Case Study: Campbell’s boosts soup aisle appeal with Bulldog Drummond

Campbell’s launches Well Yes! in 70% of U.S. grocery stores with Bulldog Drummond

Campbell's faced the challenge of an overwhelming and unexciting soup aisle that was failing to attract consumers. They enlisted the help of vendor Bulldog Drummond to create a completely new brand and product from the ground up.

Bulldog Drummond developed the Well Yes! brand, including its strategy, naming, and a new pack design system to highlight nutrient-dense recipes. The launch was supported by a national advertising campaign. The result was a product that received rave reviews and exceeded initial sales expectations, appearing in over 70% of U.S. grocery stores and leading to successful brand extensions for Campbell's.

Campbell’s