Razor-Sharp Marketing Ideas: Review of Campbell’s “Plate of Mind” Mobile App

The Product: Campbell’s “Plate of Mind” mobile app (@CampbellSoupCo)

The Video: “Campbell’s Plate of Mind”

How They are Marketing: Campbell’s quirky and fun “Plate of Mind” mobile app is a practical and creative way for the brand to market its products to customers, and for customers to engage with the brand.

(Note: Even if you don’t have a food-based product, don’t discount the marketing ideas listed below.)

Target Market: Moms, dads, single people—heck, pretty much anyone who cooks and has a smartphone

Quick Run-Through: Feeling festive, blue, or delighted? Campbell’s new “Plate of Mind” mobile app (powered by Campbell’s Kitchen) allows users to find recipes based on their moods. The app also allows users to build mobile shopping lists, share recipes with their friends, and perform other actions.

Ninja Trick: “Plate of Mind” is a pun that recalls the expression “state of mind” (just bringing this up in case you haven’t figured it out yet). The app works because most people cook their own meals, and sometimes people don’t know what to cook. Our emotions often determine our cravings. (How often do you want your Mom’s delicious chicken soup when you feel bad?) In other words, “Plate of Mind” helps users connect with their inner-foodie without all that pesky soul-searching.

Subtle Message: “Feed Your Mood” is the app’s tagline, and Campbell’s wants you to know that they have foods for all moods. With this handy app, busy people can find instant culinary inspiration when they don’t know what to cook.

Marketing Ideas You Can Use:

Create a useful app that aligns with the interests and lifestyles of your target market: Many businesses create apps that simply reproduce the information that can be found on their websites. Some more creatively-inclined businesses create games or other creative tools based on their industry. Campbell’s has pushed past the norm to create a recipe app that pulls recipes based on the user’s mood. They took a common every day problem (“What should I eat on a quiet Tuesday night after work?”) and created a useful tool.

Tip: Create an app that would make your brand the go-to source for specific solutions to specific problems.

Give away “recipes”: (Don’t skip this one even if you don’t have a food based product.) Giving away recipes goes all the way back to 1904 when the Jell-O brand used this technique to become a household product. And it doesn’t just work for foods; look at the Duct Tape brand and see what they have done. (Just search on sites like Pinterest to see all the different “recipes” for using duct tape on wallets, dresses, cell phone cases, etc.)

Tip: The basis for giving away recipes is to create a new “need” or unique way of using your product. How can your product be used in a unique way, and how can you showcase this?

Use emoticons: Right now there is a definite emoticons trend in advertising since emoticons are so widely used in social media and in our everyday text communication. Emoticons are a simple and effective means of connecting with modern consumers who frequently skim information. Target has used emoticons in their ads, and sad/smiley/confused emoticons can also be found on various fast food containers.

Tip: You can use emoticons to connect with your prospects and customers.

As business owners, we can learn a lot from analyzing the marketing efforts of leaders in various industries. I hope this article gave you at least one tip that will help you in your marketing efforts. Implementing just one potent idea could give you a leading edge in your industry or niche. After all, if you are doing what everyone else in your industry is doing, how will you ever stand out?

Note: If you would like me to review any video ads you have seen, drop me a note and I will see about adding it to our list.

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Lyle Huddlestun

Chief Marketing Brain at Digital Success Advantage

Businesses need to have a strong presence online.I help new businesses develop a powerful website and connected social media.Branding and marketing strategy are keys to growing your business.After over 20 years in the Marketing and Advertising world, I have learned that business growth starts with a good message, sent to the right audience with a solid product/service.