CAMPBELL’S
from soup to solutions:helping Campbell’s tell a bigger story
Be honest, when you think of Campbell’s, you think of soup. The iconic red can. The classic logo. The Mmmm Mmmm Good comfort food. But there’s more than meets the eye when it comes to this legendary brand. Especially when they’re operating in the B2B, Foodservice space. To this audience, Campbell’s needed to be seen as a whole portfolio of quality products beyond just soup.
“Get More with Campbell’s,” their first-ever masterbrand campaign, showcased a world of possibilities with their wide range of brands that serve both back and front-of-house needs. An approach that changed perceptions, telling the world why Campbell’s is a reliable partner offering more of what consumers and operators need.
With new brand guidelines, a revamped website, ads, and even tradeshow kits for the sales team, we leveraged our new creative to reinforce portfolio awareness and industry relevance.
From there, we partnered with the major publishers in trade media and reignited Campbell’s social media, including launching their new Instagram channel. We also reinforced Campbell’s position as a thought leader with a robust content creation program that provided valuable insights and trends.
The results? Well, the numbers speak for themselves. Today, 75% of operators see Campbell’s as having a broad portfolio, nearly doubling the number from a study just a year ago.