There are few things that groove together like great food and great music. Campbell’s teamed up with Universal Music Group (UMG) and Spotify to fuel the soul and inspire home chefs and music lovers alike with the recent launch of ‘What Sounds Good Tonight?”
Specially marked labels on select Campbell’s red and white cans feature a a QR code labeled ‘M’m! M’m! Records’, which enables shoppers to unlock exclusive songs, recipes and behind-the-scenes content from UMG recording artists Julia Michaels, Peach Tree Rascals, Jac Ross and Mickey Guyton. Additionally, in November, each artist will perform cover tracks via TikTok Live Concerts.
In tandem, Campbell’s and SoundCloud will launch the Sounds Good Tonight contest, where aspiring musicians can submit their own cooking-inspire song for a chance to win $20,000 and the opportunity to partnerwith Campbell’s.
Through this activation, which is part of a new creative platform called “Start Something Good,” Campbell’s continues to modernize the iconic brand while paying tribute to the classics.
Source: Leo Burnett