Leo Burnett Helps Campbell’s Bring Joy to Sides Season as Part of a Power of One Solution

Leo Burnett partnered with Spark Foundry and MSL to prove once and for all side dishes are the true stars of the holiday meal.

The humble side dish, long relegated to a supporting role, is finally taking center stage this holiday season. As lead creative partner for Campbell’s Condensed Soup, Leo Burnett helped launch “Sides Season” for Campbell’s in partnership with Spark Foundry and MSL – proving once and for all side dishes are the true stars of the holiday meal.  

According to proprietary insights in the “Sides Report,” commissioned by Campbell’s, 66% of Americans prefer sides to the main dish. What’s more, 73% complain of running out of room for sides on their plate, so we created the Campbell’s Holiday Sides Plate, with room to feature dishes such as green bean casserole, mashed potatoes and mac and cheese and packaged with cans of Cream of Mushroom and Cheddar Cheese soup. These plates, priced at $15 each with proceeds going to Feeding America, sold out in just one day. 

Additionally, 46% of millennials engage in “Friendsgiving,” revealing an increasing opportunity to create new traditions. To resonate with millennials, Leo & Campbell’s partnered together to leverage online video and influencer marketing. The latest spot, “Side by Side, features families around the table and demonstrates the fresh ways to bring joys to holiday meals. 

Building on the relationship and journey to modernize Campbell’s as an iconic brand since 2019, Leo Burnett will continue to establish Campbell’s authority on the holiday season – showcasing the power of condensed soups to makes stellar sides all season long. Later this month, celebrities and influencers will be sharing their favorite holiday side dish recipes, with further activations to come in the new year. 

To learn more about Sides Season and Sides Plate, visit here.