grow your soup

Fresh work from Anthem Worldwide:

"Campbell is raising excitement and support through special edition cans that remind consumers of the source and quality of their ingredients.

For over 70 years the Campbell Soup Company has cultivated seeds that American farmers use to grow tomatoes for its soups. Believing that quality ingredients are grown from the ground up, Campbell launched the “Help Grow Your Soup” program, which offers free packs of seeds with the purchase of one can of soup, and donates seeds to plant gardens in urban communities and schools nationwide in support of the National FFA Organization (formerly known as the Future Farmers of America)

Campbell tapped Anthem Worldwide to design a compelling label for this special program. The design needed to maintain the soup company’s core messaging while sparking new interest in where quality food comes from and what consumers can do to participate.

Anthem engaged its own creative network around the world to quickly turn around a broad range of concepts to meet Campbell’s aggressive launch schedule. The final design has an honest, forward-looking approach, embracing simplicity to best express uncompromised, wholesome ingredients, while adding temporary new twists to Campbell’s iconic brand elements."

{thedieline.com} I find it amazing that they really changed their label. Generally, they seem to afraid to shake that up. Here's to trying something new!