• by Sara Guaglione , May 1, 2020

Group Nine and Campbell Soup Company are partnering to create a social and digital campaign across the NowThis, PopSugar and Thrillistbrands.

Called “The New Pantry,” the campaign focuses on how home cooked meals can bring people together.
It is created in partnership with Campbell’s media agency, Spark Foundry.

“We know our consumers are cooking more often and they need new recipes and inspiration,” stated Linda Lee, Chief Marketing Officer of Campbell’s Meals & Beverages. “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 campaign is broken into three phases.

The first phase, which launched this week, builds on Campbell’s previous content partnerships with NowThis Food and PopSugar. Existing social, video and written assets will get updated messaging.

A new, co-branded digital hub will launch on PopSugar’s website, for example, with a content library on how to stay positive, healthy and entertained. 

The second phase includes custom written content and Instagram stories related to food, lifestyle and family for Thrillist and PopSugar. That includes an 11-part written series that will be published across those two brands. Topics range from how to make the most of your pantry staples to how to throw a Cinco de Mayo party at home.

The two publishers will also create custom Instagram stories series, partnering with influencers who will give home hacks.

The final phase features influencer-hosted virtual experiences with PopSugar personalities, food and games. 

Two branded virtual parties will be held on Zoom. Guests will be virtually invited into the homes of PopSugar personalities, who will share tips on meals and parenting.

“Now more than ever, consumers are looking for optimistic and differentiated utilitarian content,” stated Group Nine’s Chief Revenue Officer Geoff Schiller.

Phases two and three will roll out over the next few weeks.