Background

Campbell’s has been making soup for 130 years and for decades their ubiquitous red and white can was a staple in North American kitchens. In 1962 Andy Warhol’s famous exhibit, “Campbell’s Soup Cans”, gave the brand a place in pop culture, ​challenging our understanding of art, and offering people a new way to see the everyday product.​

But today, the icon has lost relevance in people’s pantries. With a growing range of convenience foods, a more ethnically diverse population and greater access to more exciting foods, people weren’t using canned soup like they used to, and Campbell’s Soup was far from top of mind. We needed to get the forgotten can on the front burner.

Idea

When Andy Warhol brought Campbell’s Soup into pop culture, he challenged our collective understanding of art and offered people a new way to see an everyday product. With the emergence of generative AI, the art world was once more in dissonance and Campbell’s had an opportunity to step into frame.

What if Campbell’s Soup wasn’t just the muse of Andy Warhol? With AI, we had the chance to find out. Using generative AI, we created Campbell’s pAIntings, an exploration of the iconic Campbell’s Soup can brought to life through the AI lens of past masters. One iconic can, many iconic styles.

Results

Campbell’s pAIntings created a cultural moment that was carried through the social sphere, achieving 49.6M impressions across transit, social, and earned PR.

•       We achieved a social giveaway engagement rate of 20x the industry benchmark

•       Organic social engagement was over 6x industry benchmark for food and beverage,

•       Paid media exceeded targets by 10M impressions, and

•       Earned media exceeded industry benchmarks by 10.5x