Campbell’s soups have been a family essential for over 100 years, but they’ve become a staple for more than just their sustenance. They provide peace of mind for the moments when you’re emotionally spent, physically exhausted, time-constrained, and you just can’t, because soup can.

For every emotional need, soup can satisfy…

Our collective worst day of the year is the third Monday in January, known as Blue Monday. It’s when we give up on our New Year’s resolutions, have post-holiday blue’s, and our bank accounts are looking more than a little sad.

So, we turned Blue Monday a warming red with soup reinforcements in NYC.

SOUP CAN CURE BLUE MONDAY

WARMING STEAMSCAPES

Like putting a fireplace on TV, we brought steaming visuals to digital billboards.

Campbell’s kept people warm inside and out with merchandise in collaboration with UGG, complete with weighted blankets for melting worries away.

UGG x Campbell’s

If you can’t decide what to make for dinner, crack into The Ultimate Book of Soup Can, filled with recipes that require only pantry staples.

We created the book in partnership with Ayo Edebiri from The Bear, and she starred in our TikTok series to showcase the recipes.

THE BOOK OF SOUP CAN

It’s inevitable. Your favorite celebrity couple will split. Now, Campbell’s comes to the rescue.

We launched a new breakup recovery kit, with the first high-profile separation to hit socials, and we sent out the boxes to parasocial mourners.

SOUP CAN COMFORT

Not only can soup serve the small moments, but it can also take on the big issues.

Food insecure diets are associated with malnutrition, so we created a suite of three new soups to combat deficiencies, particularly in iron, vitamin A, vitamin C, folate, calcium, magnesium, zinc and B vitamins.

With Feeding America, we distributed these soups to food banks in Arkansas, the most food insecure state, during Hunger Action Month.

SOUP CAN NOURISH

When you can’t catch a break, even at a bus stop, Campbell’s can give you a seat and a meal.

Since only 1.5% of Detroit bus stops have a bench, we made new ones from Campbell’s cans and placed them in the city’s top 10% of transit stations. They included scannable codes to receive a pack of Campbell’s new soups.