Over the last 150 years, Campbell’s has become one of America’s most recognizable brands, earning a permanent space in family pantries. Yet, Campbell’s soup is more than a pantry staple; the brand has the unique ability to transport people back to childhood. Whether slurping up a bowl of chicken noodle soup when sick or coming home from school to a steaming cup of tomato soup, Campbell’s brand conjures up memories of family. Campbell’s is not only a representation of nostalgia but an iconic player in the American advertising industry. Campbell’s early investments in marketing paired with their associations to Andy Warhol’s pop art have placed the brand in the zeitgeist of American consumers; however, with evolving customer preferences and realities of the digital age, Campbell’s must continue to innovate, or the brand risks becoming a forgotten staple of the modern family.

Founded by Joseph Campbell and Abraham Anderson, Campbell’s introduced their first can of ready-to-eat soup in 1895. While their product offerings have expanded significantly since then, their brand elements have remained consistent, paying homage to Campbell’s historic roots. The red-and-white color scheme was inspired by Cornell’s football uniforms, the medallion was added to Campbell’s packaging after the soups won a medal of excellence, and Campbell’s font is thought to have been inspired by Joseph Campbell’s signature. Though iconic, these brand elements have evolved over the years, with Campbell's updating designs to be more streamlined and minimalistic. Warhol also helped modernize Campbell’s image, creating associations with modern art. He used silk-screening in an attempt to make art accessible to all, a vision that continues to align with Campbell’s as they focus on making food affordable to the masses.  

Campbell’s main target audience has always been families; in the early years, Campbell’s gained the support of housewives, later shifting towards convenience to appeal to working parents. More recently, in response to declining sales impacted by consumers concerned with sodium and BPA chemicals, Campbell’s has adapted to capture millennial support and health-conscious consumers by introducing new products and redefining their purpose: “real food that matters for life’s moments”. While Campbell’s needs to further their efforts to effectively capture this segment, they are taking steps in the right direction.

Campbell’s first iconic advertisement featured the ‘Campbell’s Kids’. Later, they launched their famous “M’m! M’m! Good!” jingle and went on to sponsor highly rated television shows, including Lassie. Their engagement in family-friendly media furthered Campbell’s reputation as a family brand. More recently, Campbell’s launched a controversial advertisement featuring two gay fathers, proving their commitment to all families as well as their ability to engage in meaningful narratives.

Amid the coronavirus pandemic, Campbell’s sales temporarily spiked, likely due to market conditions rather than Campbell's advertising efforts. Although Campbell's launched a cooking-from-home segment, they could have created a more meaningful and nostalgic campaign that spoke to the emotional legacy of Campbell's soup - especially during a time when people were searching for comfort. Furthermore, Campbell’s has two verified Instagram accounts – the larger account posts solely about soups and recipes, whereas the other is centered around Campbell’s brand, including their commitment to corporate responsibility. To those who only follow the larger account, it may appear that Campbell’s has been staying silent on social issues including the Black Lives Matter movement, when, in reality, they have been active in the digital conversation. A more successful approach would be engaging with their audience from a unified account, amalgamating their message and design style to match their website and digital advertising.

Campbell's faces a unique challenge – the company must adapt to contemporary society while paying homage to the brand's strong historic roots; however, their new 'Save the Snow Day' campaign appears to do both. The television advertisement, an adaption of Campbell’s classic Snowman commercial, is part of a larger campaign to ensure children in virtual classrooms take a break from screens to enjoy snow days. Launching limited edition soup cans and calling for engagement, this campaign is a meaningful and memorable way for Campbell’s to connect with the modern family.

The evidence presented suggests that Campbell's has been able to capture the modern consumer, but an over-reliance on their past success and inconsistencies in leadership and strategy leave concerns about the progression of the brand. The company should further adapt to health trends, continue to participate in contemporary social causes, and reconsider the cohesion of their digital presence. If they can overcome these challenges while honoring their historic legacy, Campbell's will remain a modern pantry staple for years to come.

Short Essay of Opinion Written for SVA’s Brand Evaluation, January 2021.