An average home chef will ask "what's for dinner?" over 10,000 times in their life and more often they're turning to the digital space to answer that question. As part of Campbell's effort to grow in the digital space we strategically decided to open up the CampbellsKitchen.com API to a nation of coders and see what innovative and exciting ways they could use our recipe data. Out of hundreds of entries vying for the $50k prize, two app prototypes emerged to be developed into market ready consumer tools.

 

Being a wholly new initiative for Campbell, everything from branding to online and collateral material needed to be conceived and designed. The key creative challenge to overcome: focus on tech-savvy nerds, an entirely new demographic than home cooking moms.