Campbell's Soup Inc.

BRAND OBJECTIVES

Drive Brand Relevance

Position Campbell’s as culturally relevant and emotionally attuned to modern consumers.

Deepen Emotional Connection

Campbell’s is more than a product — the source of care, identity, and comfort during life’s everyday moments.

Showcase Brand Innovation

Use creativity, remix culture, and hands-on experiences to shift perceptions of Campbell’s from pantry staple to dynamic brand platform.

Activate Across Channels

Create ideas that live beyond the bowl — from in-store and social to UGC and real-world activations.

Gen-Z living alone in emotional limbo

GOAL

Reclaim Campbell’s as a modern comfort ritual.

Get 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.

You don’t need to be sick to need comfort.

Soup isn’t only a remedy , but it’s also a ritual. A small, warm act of care that tells you (or your friend): “You don’t have to do it all today.”

“WHO YOU GONNA CALL” WHEN YOU’RE HAVING A BAD DAY?

Hint: Not Ghostbusters.... We are here for you:

The holidays, rainy days, final exams

Northeast - College Towns

Brand Lift

Gen Z brand relevance (pre/post)

Earned media impressions

Sentiment on #Heartcure, #SendSoupNotSorry

Engagement

Quiz completions

(Soupport Line)

Pop-up foot traffic (Bad Day Bar)

UGC + hashtag use

QR code scans (Care Drop)

Sales Impact

Care Drop orders + gift sends

Sales lift in featured SKUs

Aisle activation performance

Promo code redemptions