CAMPBELL'S SWANSON

Not Just Any Broth.

Campbell’s premium broth brand Swanson wanted its own “It has to be Heinz” moment— an ownable line that could carry the brand for years. So we gave them a new tag and a new attitude. They liked it so much, they trademarked it.

We built the new work around a simple truth:
— great cooking gets an outsized reaction.

  • As it turns out, it’s hard to get press for bone broth campaign. Even one with a trademarked tagline.

  • Client — Campbell’s Swanson
    Agency — Leo Burnett + PXP
    GCD — Chris Bailey
    CD / AD — Stephen Wright
    CD / CW — Kevin Teevens

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