Campbell’s created a cross-functional team dedicated to bringing the new soup to life. When we entered the picture, they had just completed their first round of research with their core customers. Together, we used this research to better understand what people loved (and didn’t love) about the soup aisle and what they might be looking for from a new soup. We then set out to develop a product proposition to support the new soup brand. The purpose that resulted centered on “helping people say yes to deliciously crafted food with real nutrition-packed ingredients so they can have what they need to say yes to the rest of their life”. This rallying cry ignited passion amongst the team to create a product and brand that supported this vision on shelf.