Campbell’s Soup wanted to introduce its products to a wider market, drive sales and increase awareness among consumers. PR agency Wild Card hit upon the idea of a campaign themed around Andy Warhol’s famous pop art.
Wild Card worked with the Andy Warhol Foundation for the Visual Arts in New York and artist Stuart Murdoch to create a two-metre art installation, built using more than 1,500 cans, in Leadenhall Market in London. It targeted food, art, lifestyle and design media to generate buzz around a limited edition range of cans of Campbell’s Condensed Tomato Soup with brightly coloured labels based on Warhol’s artwork.
The agency also worked with the foundation to ‘Warholise’ the Campbell’s Soup website and created a ‘Warholiser’ tool, enabling visitors to upload images and transform themselves into works of pop art. A designated Facebook tab on the Campbell’s Soup page encouraged fans to ‘Warholise’ their profile images.
Wild Card created a ‘15 Minutes of Fame’ competition, hosted on the Campbell’s website, inviting visitors to submit their favourite recipes made using Campbell’s Condensed soup.
Preliminary evaluation indicated sales figures for the range exceeded targets by more than 25 per cent during the campaign.