CLIENT: Campbell’s Soup Company
PROGRAM: Hearty Rewards Recruitment Campaign
ROLE: Creative Direction & Design
INDUSTRY: Consumer Goods / Food & Beverage
SCOPE: Campaign Concept, Print Collateral, Custom Photoshoot, Retouching, Prepress
GOAL: Attract talent by communicating company culture and expanding brand perception beyond the core product line
Recruitment campaigns require more than attracting attention. They must communicate company culture, opportunity, and brand perception in a way that resonates with potential candidates while reinforcing the organization’s broader identity.
This recruitment campaign was developed for Campbell’s Soup Company to attract new employees while expanding awareness of the company’s full product portfolio beyond its well-known soup brand. The materials were designed to present the organization as dynamic, diverse, and forward-looking, helping prospective employees better understand the scope of the company and its opportunities.
The campaign included a custom product photoshoot and a series of coordinated print materials built around a cohesive visual concept. A pocket folder with staggered insert sheets organized information clearly, while a premium custom can reinforced the “Hearty Rewards” message, creating a memorable and tangible brand experience.
The result is a distinctive recruitment campaign that strengthens employer brand perception while delivering a clear and engaging candidate experience.
