Campbell Company of Canada is putting the AI in pAIntings with its latest marketing campaign aimed to help modernize its iconic red and white condensed soup can. The soup brand is leveraging generative artificial intelligence (AI) to reimagine artwork of its iconic can through various artistic styles, which will debut on social.

For decades, Campbell’s has been a leading food brand and an art inspiration. The soup brand has brought to life engaging visualizations of how its famous red and white can could have been painted in a range of styles from the past, intended to reconnect Campbell’s with creativity.

As part of their “Campbell’s pAIntings” campaign, the brand’s Instagram page @campbellcanada, will be transformed into a virtual gallery featuring over a dozen reimagined artistic AI outputs, to surprise and delight consumers and art lovers alike. The artwork will also pop up on transit shelters.

“Campbell’s soup is a brand grounded in a great deal of tradition,” Mackenzie Davison, VP of marketing at Campbell Company of Canada says, “but it’s equally important to evolve and engage with modern trends to continue to stay relevant today and for years to come. Campbell’s pAIntings immediately drew us in as a way to tap into today’s culture that stays true to the brand’s history.”

“This was an exciting project because there was no way for us to know exactly what the output would look like. AI prompts are a bit of an art unto themselves,” said Brian Murray, Chief Creative Officer at Zulu Alpha Kilo. “Also, to keep the experiment pure, Campbell’s asked us not to retouch the art in any way, even leaving in any typos on the cans’ labels.”

Campbell’s pAIntings was developed in collaboration with agency partner Zulu Alpha Kilo for the creative, paid media partner Spark Foundry, and spPR was engaged for PR outreach and earned media.

This professional campaign titled 'pAIntings' was published in Canada in March, 2024. It was created for the brand: Campbell's Company of Canada, by ad agency: Zulu Alpha Kilo. This Integrated medium campaign is related to the Food industry and contains 7 media assets. It was submitted 3 months ago.


Client: Campbell Company of Canada
Agency: Zulu Alpha Kilo
Creative Chairman: Zak Mroueh
Chief Creative Officer: Brian Murray, Jenny Glover
Associate Creative Director / Art Director: Michael Romaniuk
Associate Creative Director / Writer: Marco Buchar
Senior Designer: Ana-Marija Matic
Clients: Mackenzie Davison, Nadia Giannantonio, Kristen Knox, Alan Shaw, Anabela Lanes, Leah Anderson
Account Team: Alyssa Guttman, Natalie Doyle
Executive Director, Comms Planning & Technology: Sean Bell
Executive Strategy Officer: Heather Segal
Strategy Team: Elyssa Seidman, Aurora Stewart de Peña, Kiana Ohori
Agency Producers: Ola Stodulska, Steven Czikk
Media Agency: Spark Foundry
Media Team: Christina Falconer, Doyeon Kim, Varun Oza
Public Relations: spPR Inc.
PR Team: Sonia Prashar, Aileen O’Sullivan, Nikita Shivdasani
Post-Production Company: Zulubot
Post-Production Producer: Lena Hamady, Sarah Dayus
Editor: Oren Michaels
Online Company: Zulubot
Online Artists: Oren Michaels
Online Producer: Lena Hamady
Audio House: Zulubot
Mixing Engineer: Oren Michaels
Studio: Zulubot
Production Artists: Mila Lukezich, Aron Harris
Studio Manager: Sandra Noto, Henry Eugenio


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