soulsight®

Background

In 2010, Campbell’s Canada reached out to Soulsight to develop a holistic design program for one of their most important and meaningful initiatives to date – the launch of Nourish, the only ready-to-enjoy meal in a can the provides complete nutrition and tastes delicious. With Soulsight’s help, Campbell Canada was looking develop, launch, and raise enough public awareness of Nourish to help donate thousands of cans to food banks throughout Canada, and aid in alleviating hunger.

Solution

The Soulsight team was honored to take on such a formidable project, and wanted to ensure that every detail – every color selection, every word choice, and every font was made with the food bank users in mind. So, our team set out to first immerse ourselves in the food bank environment and understand what food bank recipients were currently experiencing at these locations. After our food bank immersion, the three words that we came away with and wanted the Nourish design program to deliver on were: “warm,” “hearty,” and “satisfying.”

Soulsight began by creating an ownable brand identity for the Nourish brand by developing a powerful brandmark in a rich, dark brown hand-lettered typeface with a slightly roughened texture, that was bold, yet approachable.

The next step was to develop the package design. In an effort to bring a more authentic and human element to the design, Soulsight turned to photography. First, we shot a mouthwatering image of the Nourish product piping hot in a bowl with a spoon digging in for the first bite to deliver on the savoring moment of enjoyment. Next, we shot a pair of hands holding fresh grains/beans above a bounty of a fresh vegetable ingredients. The hands added an element of warmth and a sense of nurturing to the package, that we felt was important to include, given the nature of the product. The addition of the handwritten type as support copy also added an inviting and engaging component to the pack. Soulsight purposed the top section of the label to deliver on the expectation of the delicious and nourishing product inside, while the bottom section of the label provided an educational, informative component – leveraging Campbell Canada’s charge of making healthy food choices simple for everyone to understand.

Once the brand identity and packaging were developed, Soulsight was asked to develop a full page print ad to be placed in Canada’s national newspaper, The Globe & Mail. Soulsight approached the print ad in a clever way by leveraging the Campbell’s Soup condensed red & white can equity in a bold and disruptive way – by inserting the words: “Because no one should have to go hungry – ever” in the red field of color, where the Campbell’s logo would normally live. The bottom portion of the ad (similar to the Nourish can layout) provided an educational component for the viewer to learn more about Campbell Canada’s three causes. The end-result was a powerful and commanding ad, that implored the viewer to join the journey to help alleviate hunger.

While we were putting the finishing touches on the Globe & Mail ad, the Nourish product launch was extended to the web via Facebook and Twitter, where people could watch a poignant two-minute video about the story and impact of Nourish, join the conversation, and help raise awareness for the cause.

Results

What has made this initiative so meaningful and important is the tremendous impact that Nourish has already had since its launch a few months ago. The Nourish Facebook page is set up so that for every person that “Likes” the Nourish page, Campbell Canada will donate 1 can of Nourish to Food Banks Canada. At the time of print, Campbell Canada has already donated 100,000 cans to Food Banks Canada and is on track to donate an additional 100,000 cans by Hunger Awareness Day on May 31st, 2011.