Royco Minute Soup is the undisputed market leader in the ´Instant Soup´ category. However, market research showed that the sector is declining slightly as its target group is getting older. In order to assure the future, Campbell´s decided to energise the brand and address a younger public.
Royco has a unique market position: it’s a snack you have to take your time with. We linked that to the trend of burn-outs and claimed the ‘break moment’. For this we created the character of Roy, CEO of Royco. He encourages people to take a break as often as possible (with a cup of soup). He proclaims his credo ‘Invest in breaks, because breaks work’ via radio and TV spots, Facebook, Twitter, YouTube and many activations in the field.