The Campbell Soup Co. gets a taste for AI-powered advertising

Stephen Whiteside

The Campbell Soup Co., the food company, has seen powerful results through crafting ads that are powered by Watson, IBM's artificial-intelligence (AI) platform.

In late 2017, The Campbell Soup Co. partnered with Watson, IBM's artificial-intelligence (AI) platform, to launch the second phase of a digital-advertising campaign aimed at assisting consumers in deciding what they should eat for dinner.

More specifically, the program presented customized recipe suggestions depending on the ingredients a person has at hand. The first installment of this effort went live in October 2016 on Weather.com, a property owned by IBM. And by tapping climatic cues – for instance, cold days in Florida or snowstorms in Chicago – it distributed messages at the right time to recipients in the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands