How we revitalized a beloved brand to highlight its commitment to real, nutritious food for operators and their guests.
Despite a valued and nostalgic brand name, Campbell’s Foodservice faced declining relevance and limited product line awareness. Additionally, consumer demand for cleaner labels conflicted with preconceived notions about some of Campbell’s most iconic products: canned soups.
Campbell’s is committed to bringing delicious, nutritious food to the many by better serving operators so they can better serve their guests.
We reignited the company’s century-old founding principle of democratizing real food. That philosophy was encapsulated through a new brand promise: Made to Serve.
A compelling brand story connected Campbell’s past with the present. For more than a century, they have been bringing real, delicious, nutritious foods to the many—a mission that continues today and into the future.
A new visual identity featured food at the forefront. Hands brought in humanity, and the tone was meant to capture humility and empathy.
The brand came to life both internally and externally through wall graphics for Campbell’s Foodservice headquarters and an enhanced tradeshow presence.
A refreshed website served as a platform for both the brand story and helpful product information chefs and operators could reference with ease.
In order to further demonstrate the Made to Serve promise, we created a value-added video series giving operators tips, recipe ideas and more.
1,906,824 impressions were achieved for the Made to Serve brand campaign in its inaugural year.
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