Campbell’s Creative Consulting

Campbell's approached us with a fundamental challenge: how to make their iconic condensed soups feel fresh and relevant to millennial parents navigating everyday meal planning. They needed more than just new photography—they needed a complete creative overhaul that would resonate across digital platforms.

Our approach was immersive education paired with hands-on execution. We designed an intensive masterclass for Campbell's creative and executive marketing teams, breaking down our entire creative development process—from initial brief through lighting, prop styling, food styling, execution, and editing. We also shared platform-specific strategies for social media and UGC that would amplify their reach.

The real magic happened when we applied Food52's signature approach to three Campbell's condensed soup recipes: Big Batch Flank Steak with Creamy Chimichurri Sauce, Chicken Tinga Tacos, and One-Pot Spaghetti Carbonara. Each dish was elevated to look as comforting as it tasted—sophisticated enough to stop the scroll, yet approachable enough for busy families to actually make. The result was content that made Campbell's iconic red and white branding feel contemporary and craveable, proving that classic can also be cutting-edge.