CAMPBELL’s SOUP POSTS
INSTAGRAM CAMPAIGN
BRIEF/ GOALS
Design a social media campaign for Campbell’s Soup, but the campaign must be marketed to a niche and untouched audience. Each post must feature one trending social media phrase.
An untouched market of Campbell’s Soup is the outdoorsy gen-z category of people. After speaking with a designer at Campbell’s soup, I discovered that the cans are recyclable, but that they are not being successfully and consistently recycled. User’s ask them to be sustainable, but their current efforts are going unnoticed. I have shown a way to reuse the can other than just recycling it.
This campaign utilizes trendy Gen-Z statements, while also promoting reuse, sustainability, and just ‘getting outside.’
NOTES
PROCESS
My process always starts with sketches and test shots. Specifically for the soup and open can shot, I only had one chance to get this right (so test shots had to be mapped and noted perfectly). I did not want to waste the soup because of the need for a redo.
The toughest, but most rewarding part of this process was hand cutting the noodles to say good soup in order to create the custom/physical type.