JESSICA PAINTER HIBBARD
Campbell's Soup
Among our many goals as agency of record, was an objective to inspire chefs to utilize Campbell's soup as an ingredient to maximize efficiency on menus due to industry challenges. Utilizing a formulaic approach allowed us to communicate the benefits while the beauty of the food served up inspiration.
Service
Print | Photography | Video | Digital
Working with the Campbell's corporate chefs, recipes were developed to reflect current trends and menu demands. Creative direction of capturing these images allowed full control over the visual tone of the campaign.
Media and email campaigns drove operators to a dedicated landing page that continued to inspire the use of
soup as an ingredient.
In addition to the Ingredient play, the "Empty Bowls" campaign launched to highlight Campbell's core flavors. It featured rich media and disrupted the space by showing operators empty soup bowls and leaning into data that supported a preference for Campbell's among consumers.
