Campaign: Soup Tube

Client: Campbell's Soup

Agency: TKT Sydney



Media Campaign

Highly Commended:

Judges' Comments

"A very boring/low interest category that we were 'bowled' over by this campaign."


To re-establish Campbell's Soup's cultural relevance, increase brand awareness and increase sales.

Creative Solution

TKT Sydney created Campbell's SoupTube: a YouTube pre-roll campaign with over 1,700 highly targeted, individual executions; each one themed to match the video viewers were attempting to watch.

TKT Sydney took YouTube's most invasive ad-format; the pre-roll, and turned it into the most relevant. They used beta technology from Google to generate thousands of highly targeted YouTube pre-roll ads in real-time, ultimately demonstrating countless numbers of occasions to eat Campbell's Soup through relevant and timely placed ads.


  • Video view rate of 92.86%
  • 24.7% lift in Ad Recall
  • 6.9% lift in Brand Awareness
  • 55.6% increase in value sales of Cambell's Simply Soups




Agency team

Paul Nagy
Ben Clare
Brendan Willenberg
Emil Cholich
Shaun Thomson
Jake Tucker
Marshall Campbell
Laura Martin
Sohail Bhatia
Jo Howlett

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