Campbell’s: From Digital AOR to Cognitive Innovation

In 2006, Brian led the creative team that secured the North American digital AOR for Campbell’s Soup Company at Grey Interactive, delivering award-winning work across all soups, Swanson, V8, Prego, Chunky, Pace, Goldfish Crackers, and Pepperidge Farm.

After three years as Group Creative Director at Organic, Inc., where he helped the agency break into the CPG space with global AOR wins for Kimberly-Clark and P&G, Brian returned to Grey G2 in 2010 to once again lead Campbell’s digital transformation.

In 2016, he led the development of one of the first Watson AI Ads in CPG: a personalized, conversational AI experience for Campbell’s that still informs the brand’s interactive strategy today.

Digital Brand Experiences

Campbell’s flagship website featuring information on all Campbell’s soup company products and recipes for one of the largest recipe dissemination portals in the world.

Campbell’s flagship website features information on all Campbell’s soup company products and recipes for one of the largest recipe dissemination portals in the world.

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See how Campbell’s uses Watson to create recipes.

Chef Watson + Campbell’s

In 2016, Brian led the incubation, patent, and launch of Watson Ads with Campbell’s as one of the first clients to pilot the new cognitive ad product at scale. Pairing Chef Watson with Campbell’s tapped into the algorithms tuned from Watson’s vast food and recipe knowledge resources to create brand new recipes - allowing Campbell’s to create, deliver, store, and share exciting and personalized recipe recommendations for every mood, occasion, and skill level.

How It Works

  • Ad is displayed using relevant WeatherFX triggers

  • Predictive search input for suggestions and ease of text input

  • Watson dynamically recommends recipes and content experiences

  • Coupon promotions and e-commerce

  • Text, email, and social integration

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V8 & Brand Portfolio Work

NA website for all Campbell’s V8 beverage products, nutritional information and recipes

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Campbell’s nutrition and wellness information-based website for NA.

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Promotions & Kids’ Campaigns

Campbell’s NA destination website for Goldfish crackers. Regularly updated with interactive events and activities for kids.

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Shopper & Seasonal Campaigns

Campbell’s NA website and CRM newsletters for Pace featuring all products, recipes and promotions.

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Cognitive Advertising Meets CPG Innovation

From foundational brand platforms to AI-powered ads, Brian helped Campbell’s evolve into one of the most forward-thinking digital marketers in packaged goods.

Platforms: Web, Display, Conversational Ai
Features: HTML, Flash, Interactive, e-CRM, e-Commerce