The Campbell's Soup Inc. — Darren Duy Le

PROBLEM

Gen Z lacks the time - or energy - to make soup.
Not when they’re sickly. Not on a bad day. Not after a breakup. Wellness isn’t a workout. It’s whatever gets you through.
Today’s consumer isn’t just hungry - they’re overwhelmed, homesick, burned out, and craving care.
Reposition Campbell’s as more than a pantry staple - as a cultural symbol of comfort, care, and emotional nourishment.

SOLUTION

Our solution is to raise awareness that:

1. Evoke emotions, not brands. Subtle, emotion-first content from comfort/lifestyle creators.

2. UGC Challenge “What I do when I’m not sick... but not okay.” → # SpiritualHealingRitual | #SpiritualSoupNewProductLaunch: Taste, Experience, Transformation.

Citation >>

Kantar Profiles/Mintel, April 2023

Where do we step in?

Our audience craves more than just soup. But they don’t need another wellness brand - they need emotional first-aid.

Goal

Reclaim Campbell’s as a modern comfort ritual by getting Gen-Z to see Campbell’s as an emotional bandaid - something you crave, gift, or rely on when life hits harder than a cold ever could.

The details

A real 1-800 number AND digital quiz at Campbells.com/Heartcure
Available in-store (QR code at endcaps), on TikTok/Instagram, and through comfort care mailers.
When users “call in,” they get a soothing voice menu ("Press 1 if you’ve been ghosted..."), and a personalized soup pairing texted or emailed with a short affirmation and a $1 coupon.
We will amplify Heart Cure with special displays in wellness aisles and endcap therapy zones next to tea, tissues, and supplements.
We’ll partner with delivery service apps so care is a button away for you and loved ones.