Campbell’s is teaming up with Universal Music Group (UMG) on a series of musically-connected soup cans. After redesigning its soup can for the first time in 50 years this summer, Campbell’s is once again putting a next gen spin on its iconic brand while deepening the connection between cooking and music. According to a Dynata survey, 73% of home cooks listen to music while preparing a meal, and one-third cite music as a source of inspiration in the kitchen. Campbell’s series of specially marked soup cans (available at select retail locations) will feature QR codes that unlock recipes, behind-the-scenes content, and playlists featuring recorded songs from UMG artists—one song will be released weekly through November 5 featuring artists like Julien Michaels, Peach Tree Rascals, Jac Ross, and Mickey Guyton. A Sounds Good Tonight SoundCloud contest is also kicking off November 15, and consumers can submit cooking-inspired songs for a chance to work with Campbell’s and win $20,000. (Marketing Dive)
