This started with soup
Social Campaign
The Problem
The Insight
The Opportunity
Campbell's is associated with nostalgia and convenience—not modern cooking inspiration.
Young consumers romanticize cooking but often default to takeout because cooking feels:
time-consuming
expensive
intimidating
Position Campbell's as the shortcut to elevated home cooking.
This started
with soup
Show that restaurant-worthy meals don't need complicated ingredients—just a can of Campbell's.
Campbells Creator Kitchen
Campbell's Creator Kitchen was designed to make elevated cooking feel more approachable. Through chef-led workshops, creators learned how simple Campbell's ingredients could be transformed into impressive comfort food, creating content that inspired audiences to cook with confidence at home.
Creator Content
Young consumers often admire home-cooked meals but avoid making them because cooking feels intimidating. Through recipe transformations, creator tutorials, and authentic reactions, Campbell's showed how a simple can of soup can make elevated cooking feel approachable, achievable, and worth trying.
Community Participation
The strongest proof of the idea came from the community. As creators demonstrated how Campbell's could simplify elevated cooking, audiences began recreating the recipes and sharing their own versions. By turning inspiration into action, #ThisStartedWithSoup helped make cooking feel less intimidating and more achievable.
