Ahead of an upcoming NFL season, Campbell’s launched a new product line of Spicy Soups. The primary marketing objective was to break out of the traditional “warm winter meal” category and position these soups as essential, quick-to-prepare ingredients for Game Day tailgating and watch parties.

The brand needed an in-store shopper marketing solution to communicate their “3-Ingredient Recipe Hacks” directly at the point of purchase. The experience faced strict retail constraints: it had to be deployed in high-traffic retail aisles, operate without downloading an app, capture immediate attention alongside other shoppers, and quickly drive conversion/purchase intent within a highly compressed user session.