JULY 27, 2021
In collaboration with NTWRK, the limited-edition collection will be available starting July 27 with proceeds benefiting Feeding America
CAMDEN, N.J. (July 27, 2021) – Since Andy Warhol’s famed ‘Campbell’s Soup Cans’ series, the Campbell’s red and white can has been rooted in art and pop culture. In celebration of a new label design, Campbell’s is diving into the digital art world and dropping its first-ever Non-Fungible Token (“NFT”). The collection of 100 Campbell’s authenticated NFT art pieces titled ‘AmeriCANa — SOPHIA CHANG X CAMPBELL’S’ were created by celebrated street-style artist and illustrator, Sophia Chang, and will be exclusively available for purchase via the leader in drop culture, NTWRK on July 27 at 5:30 p.m. ET. Additionally, one exclusive and animated NFT art piece is available for auction on OpenSea beginning at 5:30 p.m. ET on July 27 and extending through Aug. 6 at 9 p.m. ET. All proceeds for the Campbell’s NFTs will benefit Feeding America, a long-standing partner with Campbell in fighting food insecurity.
The refreshed label still evokes the same sense of comfort, goodness and Americana. To build on its legacy of inspiring artists, Campbell’s partnered with Sophia Chang whose multimedia artwork puts a twist on classic American art styles through her unique visual storytelling. A self-proclaimed Campbell’s kid and soup enthusiast, Chang’s storytelling approach to her art and passion to empower communities is woven into her interpretation of the beloved nostalgia of the famed can, while creating space for a modern interpretation of the brand today. This NFT is a tribute to Campbell’s continued evolution shown through the iconic designs it has produced throughout the years.
“Some of the most famous pop art ever created was inspired by the Campbell’s red and white can — the design is as much a staple of the grocery aisle as it is American culture,” said Chang. “As a visual storyteller, I always am looking for new ways to express creativity. I wanted to hero the beloved label with key words that connect to the brand for me, while including a photo-real element of the fresh label to celebrate the new design.”
New Look, Same M’m! M’m! Good!®
Maintaining the famed red and white color blocking loved by generations, the redesigned Campbell’s label features several new elements to contemporize the brand while respecting its heritage — including a modernized logo scripture, which was based on founder Joseph Campbell’s original signature. Campbell’s fans will be able to spot more hidden elements, including the Campbell’s ‘C’ in the fleur de lis and slanted ‘O’ in soup that pays tribute to the letters from the first red and white label in 1898.
“We’ve been on a journey to reimagine this iconic brand and appeal to new generations of consumers who are cooking at home more than ever, while still honoring our rich history,” says Linda Lee, Chief Marketing Officer, Meals & Beverages, Campbell Soup Company. “The commissioning of our first-ever NFT art piece pays tribute to our place in art and pop culture, while celebrating in the most modern art medium to date. Sophia was a natural choice given her street art sensibility and her love of the Campbell’s brand and its connection to the art world.”
All proceeds from the sale of the NFTs will benefit Feeding America. Additionally, as part of Campbell’s commitment to sustainability, the brand will work with NTWRK and Aerial to offset the carbon footprint of the NFT.
