Group Nine and Campbell Soup Company have announced they have partnered to create a new social and digital campaign, “The New Pantry.” The campaign will run across Group Nine’s NowThis, POPSUGAR and Thrillist and aims to bring value to customers by providing utility, comfort and relief.
“We are excited to expand our partnership with Group Nine,” says Linda Lee, chief marketing officer, Campbell’s Meals & Beverages. “We know our consumers are cooking more often and they need new recipes and inspiration. With this campaign, we can bring quick and easy meal ideas across the multiple platforms that Group Nine offers to provide creative solutions and make life a little easier.”
“The New Pantry” is created in partnership with Campbell’s media agency, Spark Foundry, and is comprised of three distinct phases. The first builds on Campbell’s previous content partnerships with NowThis Food and POPSUGAR and reimagines existing social, video and written assets with updated messaging. The second phase includes custom written content and Instagram stories related to food, lifestyle and family on Thrillist and POPSUGAR. Finally, the third phase features influencer-hosted virtual experiences featuring POPSUGAR personalities, food and games.
“Now more than ever, consumers are looking for optimistic and differentiated utilitarian content,” says Geoff Schiller, chief revenue officer, Group Nine. “‘The New Pantry’ highlights the best qualities from Group Nine’s family of brands to create a useful and timely campaign that captures how Campbell brings families together.”