CAMDEN, N.J. — Some people notice right away, while others do not see it at all. It’s as natural as our own kitchens, our own living rooms.
It’s when you are settled back on the couch with a cup of hot cocoa watching a movie when you see something in the background and say, “Hey, I have that in my kitchen,” or, as the sponsors want you to say, “Hey, I need that in my kitchen.”
It’s referred to as “product positioning,” a marketing technique intended to present products in the best possible light to different target audiences, according to Inc.com. It shows where a product or service fits in the marketplace. In other words, how a particular product would look in your home.
The Campbell Soup Company and Hallmark Channel have teamed up during this holiday season with a partnership around the Hallmark Channel’s popular “Countdown to Christmas,” according to a press release.
Encouraging viewers with their tag “Eat, Watch & Be Merry” with a “Joy Night In,” the collaboration consists of appearances in the TV movies, digital and social media strategies, and a secondary partnership with Walmart, putting the promotion in 1,400 retail locations nationwide. Central to the partnership is a custom-created, co-branded “Joy Night In” programming guide which features the full “Countdown to Christmas” original movie premiere schedule, recipes, a watch-and-play Bingo game, and more.
“Our ‘Joy Night In’ partnership was built around the trend of JOMO, or the joy of missing out,” Marci Raible, VP, Integrated Marketing, Campbell Soup Company, said. “By partnering with Hallmark and Walmart with a goal of positioning Campbell’s in a relevant and refreshing way, we’re able to fully integrate Campbell’s into the holiday experience by creating an innovative and impactful media-to-shelf program.”
Ed Georger, EVP, advertising sales & digital media, Crown Media Family Networks said that the Hallmark Channel movies have become as much of a tradition as Campbell’s soup.
“In addition to classic holiday customs like indoor gatherings and families cooking together, ‘Countdown to Christmas’ has become a cherished seasonal tradition in its own right,” Georger said. “Much like Hallmark Channel’s signature holiday movies, Campbell’s soup and recipes evoke the warmth and spirit of the season, making this partnership the perfect fit.”
Viewers can see evidence of this partnership in the movies, “A Christmas Miracle,” in which the film’s star, Tamera Mowry-Housley, is featured eating Campbell’s Tomato Soup with a grilled cheese sandwich; and “The Christmas Club,” starring Cameron Mathison who is depicted making their Green Bean Casserole
Also, Hallmark Channel’s daily lifestyle program, “Home & Family,” featured a cooking demonstration segment in which show co-host Cameron Mathison making a Campbell’s Classic Green Bean Casserole.
According to Nielson ratings, Hallmark Christmas movies reach an audience of 68 million viewers.
The partnership also involves digital and social media strategies featuring recipes, downloadable cookbooks, and decorating tips among other activities.
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