The challenge was creating a unique, sampling experience to rejuvenate the Campbell’s brand among millennials due to a growing disconnect from the brand among this younger generation of consumers and bring the global #WeAllSoup campaign to life in an experiential way.
The idea was to construct a communal pop-up in trendy Queen Street West neighborhood in downtown Toronto. Forging a partnership with local celebrity Chef Matt Dean Pettit, we curated four unique recipes that integrated Campbell’s range of products in unique ways
To generate media and social buzz we held an exclusive invite-only preview event, which also featured a CSR overlay with interactive “sticker wall mural” where each sticker represented a donated meal to the Daily Bread Food Bank. The stickers were uniquely colored, so as more stickers were applied to the wall, an Andy Warhol Campbells Soup label appeared.
Each consumer left with a branded takeaway bag containing Campbell’s Soup Kit, recipe card, and a limited edition soup can. We took it even further, curating ‘how to’ consumer videos for easy consumer comprehension and digital content.
