Progresso grew from an Italian Import Company to a Quality Soup Company with an Italian Heritage. The company seal and name Progresso (meaning “progress” in Italian) was designed to communicate the vision of progress, a cornerstone of the Progresso philosophy. The first Progresso soups were taken from real family recipes; made with the same ingredients and in the same way as the homemade soups. In 1949 Progresso introduced the first canned ready-to-serve soup in America and has grown to become the No. 1 ready-to-eat soup brand in America by using quality ingredients. Progresso continues to build on its rich history of flavorful products that delight the consumer. Gender & Age:
Their commercials appear to target both men and women - mostly women. Those who are middle aged as opposed to teen and younger or senior citizen and those who are looking for something that is nostalgic and from their past. The reason I think they appeal mostly to women is because their message is positive and focuses on how it can improve and help a women’s life. They involve them with the brand and tell stories that resonate with females. One commercial shows a woman in a wedding dress calling to tell the Progresso Soup kitchen thanks for the help to achieve that goal. When the kitchen asks when’s the big day, she says “Oh, it was years ago, but the dress still fits!” Education & Income:
I’m assuming their education levels are higher than high school as many of the commercials show people who are in offices or nice home settings which would mean their income is more middle class as opposed to lower or upper.
Their company history can be traced back to Italy. Their soups like Traditional, Classic and Rich & Hearty all suggest a homemade flavor like Grandma’s. One commercial shows a woman in an office calling the kitchen asking if she can talk to her Grandma. They tell her she’s in the garden picking herbs to which she...