How Campbell’s got millennials excited about soup

The soup company set up “communal tables” in two cities, where influential young adults could try out a bold new line of soups. The brand hopes the message will radiate from there.

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The communications and brand teams at Campbell’s aimed to figure that out as the company rolled out its new line of Go soups aimed at young diners looking for bold flavors. Lots of brands might assume the way to grab the attention of that age group would be through Facebook posts and some tweets. Instead, Campbell’s opted to go face to face.

“What we’ve seen in a lot of our immersions with this consumer is, you get this consumer at the table, you get good food in front of them, and it’s a very natural conversation,” says Nelson Warley, senior brand manager for Campbell’s Go.

That’s just what Campbell’s did. In New York and Chicago, the brand asked a group of influential, young hosts—documentarians, improvisers, entrepreneurs, musicians, bloggers—to host 10 “communal table” meals in mid-November, so 10 to 15 people ages 18 to 34 could try the new soups and talk.

From that seed of just over 100 people, the brand hopes to see its message radiate across the Web.

Setting the table

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