Campbell Is Raising Support through Special Edition, Ingredient-Centric Labels

Posted: May 5, 2014

For over 70 years, the Campbell Soup Company has cultivated seeds that American farmers use to grow tomatoes for its soups. Believing that quality ingredients are grown from the ground up, Campbell launched the "Help Grow Your Soup" program, which offers free packs of seeds with the purchase of one can of soup, and donates seeds to plant gardens in urban communities and schools nationwide in support of the National FFA Organization (formerly known as the Future Farmers of America).

Campbell tapped Anthem Worldwide to design a compelling label for this special program. The design needed to maintain the soup company's core messaging while sparking new interest in where quality food comes from and what consumers can do to participate. Anthem engaged its own creative network around the world to turn around a broad range of concepts quickly to meet Campbell's aggressive launch schedule. The final design has an honest, forward-looking approach, embracing simplicity to express uncompromised, wholesome ingredients best, while adding temporary new twists to Campbell's iconic brand elements.

In line with Campbell's mission to nourish people's lives everywhere, every day, the packaging highlights the quality and taste in every can of Campbell's® condensed soup. It also reminds consumers of Campbell's commitment to its ingredients and the farmers that provide them. "It isn't every day that Campbell deviates from its known trade dress, but there are times when it makes sense, validates an important idea, and brings attention to a good cause. Anthem's design rises to this rare occasion and accomplishes all of these objectives," says Darralyn Rieth, director global design at Campbell Soup Company.