What if?

Could Campbell’s bring love, energy and loyalty back to the soup aisle with a new brand that served people differently?

Results

We worked with Campbell’s to help them create an entirely new brand from the ground up—one built on a new food philosophy and an approach to serving the consumer in a compelling new way. Together, we defined and dimensionalized their target consumer to pinpoint their key needs, identified an authentic reason for being and named the brand in support of an overarching brand philosophy—encouraging consumers to say yes to what really matters when it comes to eating soup that feeds their families. We developed a pack design system that highlights the nutrient-dense recipes and represents a transformational shift in a very traditional space. Campbell’s partnered with BBDO and ManvsMachine to extend the brand nationally with a series of ads that ran during the Golden Globes and again during the Grammy’s—a first for Campbell’s. Well Yes! soups officially hit stores to rave reviews from both retailers and consumers, and based on the huge commercial success of the brand, we partnered two more times to extend the brand.

Watch the Golden Globes video by ManvsMachine →

What I did:

• Executive team alignment 

• Team facilitation and alignment

• Vision formation

• Strategy development

• Consumer research design and analysis 

• Brand platform development

• Creative direction

• Product extension 

• Product naming 

Partners:

• Packaging design / Garrett Patz, Katie Shultz and Brett Jorgensen

• Rendering / Garrett Patz

• Advertising / BBDO and ManvsMachine