Campbell's Foodservice

Campbell's Foodservice

Despite having a valued and nostalgic brand name, Campbell’s Foodservice faced competing challenges: declining perception of relevance and lack of full product line awareness. Through our Clarity Capture℠ process, Marriner united the Campbell’s Foodservice sub-brands by reigniting the company’s century-old founding principle of democratizing real food. We encapsulated that philosophy through the brand promise: Made to Serve®.    

  • Advertising
  • Brand Development
  • Collateral & Sales Support
  • Digital
  • Email Marketing
  • Interactive
  • Media
  • Print
  • Public Relations
  • Social
  • Strategic Planning
  • Strategy
We wrote a brand story that connected their past with their present. For more than a century, they have been bringing real, delicious, nutritious foods to the many.

We wrote a brand story that connected their past with their present. For more than a century, they have been bringing real, delicious, nutritious foods to the many.

The visual identity we developed featured food at the forefront. The hands brought in humanity, and the tone was meant to capture humility and empathy.

The visual identity we developed featured food at the forefront. The hands brought in humanity, and the tone was meant to capture humility and empathy.

In order to further demonstrate our Made to Serve® promise, we created a value-added video series giving operators tips, recipe ideas and more.

We know that chefs want to hear from credible peers, so we developed an introductory video to highlight the backgrounds of some of Campbell’s respected chefs.

This is one example of the featured content, which walks operators through more ways to utilize soups across the menu and enhance guest satisfaction.

In order to protect the brand, we created thorough guidelines to keep consistency.

In order to protect the brand, we created thorough guidelines to keep consistency.

The business cards we developed used the rounded shape of the can, but in a new, evolved way. The visuals broke through the clutter of standard business cards and communicated their commitment to good food.

The business cards we developed used the rounded shape of the can, but in a new, evolved way. The visuals broke through the clutter of standard business cards and communicated their commitment to good food.

Our trade show design was meant to blend the look of our frozen soup creative with the overall North American brand look.

Our trade show design was meant to blend the look of our frozen soup creative with the overall North American brand look.

To support operators, we developed a tool to help them optimize their menus.

To support operators, we developed a tool to help them optimize their menus.

To support the real food journey, we developed creative specifically for the launch of clean-label seafood soups.

To support the real food journey, we developed creative specifically for the launch of clean-label seafood soups.

We supported the launch of their reinvented chilis, the first clean-label product release.

We supported the launch of their reinvented chilis, the first clean-label product release.

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