Today Digital, Vox Media And Campbell Soup Company Join Forces For Original Video Campaign
New York, NY
Vox Creative, Vox Media's in-house creative division, in collaboration with TODAY Digital, will co-develop and produce a series of four branded, original videos that highlight accessible recipes for busy families.
TODAY Digital and Vox Media will partner with Campbell Soup Company to produce an original branded video series to run on TODAY.com, its social platforms, and Eater, the food and dining brand from Vox Media, beginning today. This is the first collaboration between TODAY Digital, Vox Media and an advertiser for culinary-inspired original videos produced by the media companies.
"TODAY Digital has built a passionate audience of recipe seekers and food enthusiasts who rely on us as a trusted source for quality content around food solutions. Partnering with Eater to create and distribute this content provides the ultimate premium food destinations for brands to align with," said Josh Feldman, Executive Vice President, Integrated Marketing and Network Partnerships, NBCUniversal. "We’re thrilled to work with Campbell to engage the busy home cook, while showcasing their iconic brand in this engaging format."
"Campbell is constantly evolving the way we engage with consumers, and working with TODAY Digital and Vox Media is a great opportunity for us to deliver top-tier content via a multi-channel approach," said Amy Benford, Senior Manager, Global Media at Campbell Soup Company. "The partnership allows us to better reach our consumers by serving up the most relevant content to on-the-go busy cooks looking for food inspiration and recipe ideas.
Vox Creative, Vox Media's in-house creative division, in collaboration with TODAY Digital, will co-develop and produce a series of four branded, original videos that highlight accessible recipes for busy families. The custom videos, starring prominent chefs and their families, will showcase how Campbell’s products can save the day with one-dish meals. TODAY will promote the content to its significant social media fan base and sponsored social media posts will drive audiences to engage with the series on a Campbell Soup Company Branded Content destination on TODAY.com.
"Vox Creative excels in creating beautiful, original, engaging storytelling for our brand partners - and has done exactly that for Campbell's in this custom video series," said Mike Hadgis, Senior Vice President, Head of Revenue and Partnerships, Vox Media. "We are able to, through Concert, deliver these videos to a large, premium audience of people who are interested in food and dining content, and provide Campbell's with valuable data and insights about the campaign's performance."
The campaign will receive additional exposure through the NBCUniversal and Vox Media joint advertising platform, Concert, largest premium content and audience inventory available in the marketplace. The campaign’s comprehensive distribution strategy gives access to a reach of over 189 million unique visitors across NBCUniversal and Vox Media’s digital properties and NBCUniversal’s social footprint of 482 million followers.