For 80% of students in Canada, food insecurity is a daily reality, with rent, books, and supplies taking priority over meals. Campbell’s is making sure no student has to choose between food and their future by driving awareness and offering scholarships.
Our experiential activation will take place in a grocery store-like setup on a college campus. The idea is to mimic the real-world struggle of balancing food costs with essential academic needs. Price tags throughout the store feature thought-provoking copy to raise awareness, while Campbell's Soup aisle offers free soup, with no questions asked, as a direct solution to food insecurity.
Students will find special Campbell’s Soup cans with peel-off labels containing a QR code. By peeling the label and scanning the QR code, students can apply for a scholarship that could make a real difference in their education. Additionally, others can peel and donate to fund scholarships.
We placed a grocery cart filled with books and stationery, symbolizing the 83% of students making tough trade-offs, paired with a QR code for scholarship applications and donations. A photo booth shaped like a phone encouraged participants to share their involvement on social media.
Campbell’s social media blends impactful posts about student food insecurity and reactive content, including a viral donation reel repurposed to highlight the brand’s commitment to supporting students.
