Campbell's: Dinner insurance

Campbell's, the soup brand, supported nervous first-time Thanksgiving cooks during COVID with its Dinner Insurance campaign in the US.

Campaign details

Brand: Campbell'sAgency: Leo Burnett ChicagoCountry: United States

Why is this work relevant for Creative Strategy?

The agency was initially tasked with a typical seasonal brief – to create brand relevance and breakthrough during a cluttered holiday landscape. We took this ask and re-interpreted it to find a way to deliver value to consumers in a way that only Campbell's – a brand with a 150 year legacy and a household name in America – could. We conducted proprietary research to understand how the Thanksgiving holiday and holiday hosts would be impacted by a...

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