Research suggests that couples who focus on eating together, stay together. This is the basis of Campbell's campaign. The campaign is a video series in which Campbell's coupled people together based on their food preferences, then sent the couples on "blind" dates and filmed their experiences.
The idea of creating a web/video series is modern and relatable. Millennials spend a large portion of their day on social media watching videos and scrolling through various online content. A brief video that presents relatable content (the struggles of dating) is intriguing to millennials. The videos are set up to simulate a reality television show, which is also an appealing aspect of the campaign to a millennial audience.
This campaign is innovative in the sense that it is targeting millennials by showing them a problem many of them can relate to, with a positive solution. The solution of food bringing people closer and keeping them connected relates back to the brand's identity as well, as in the past, Campbell's has published the "For the Soul" book series, which also hones in on the concept of close relationships and togetherness. The campaign seems to have resonated well with its audience, generating more than 2 million views on Facebook alone. Who knew Campbell's Soup would be the next matchmaker?
Interesting campaign!
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