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10/18/2021

Campbell’s Teams With Universal Music Group for QR Code Experiences

The initiative marks yet another recent effort of the 150-year-old-plus company to modernize its brand.
The initiative marks yet another recent effort of the 150-year-old-plus company to modernize its brand.

The use of QR codes are getting a closer look thanks to growing desire for contactless experiences, and Campbell Soup Company is leveraging them as part of a new consumer engagement tactic.

The No. 75 consumer goods company has teamed with Universal Music Group (UMG) as part of a series of specially marked “M’m! M’m! Records” labels. When the QR codes are scanned, consumers are directed to website offering a curated playlist with newly recorded music from UMG artists.

Participating artists include Julia Michaels, Peach Tree Rascals, Jac Ross and Mickey Guyton. In addition to sharing music, the artists also share recipes featuring Campbell’s products, as well as exclusive behind-the-scenes content from their recording sessions.

[Learn More about Today’s Consumer Engagement Techniques in the Sales & Marketing Report]

A UMG artist will drop a new version of a remade song each week through Nov. 5 that’s paired with a personal recipe.

“How music can single-handedly set a mood is undeniable,” said Linda Lee, Campbell Soup Company chief marketing officer, meals and beverages, in a statement. “Partnering with UMG and their artists to create music that inspires American home cooks is a unique opportunity for Campbell’s to bring a bit of inspiration to those daily dinner dilemmas beyond what’s on the table.”

The UMG partnership marks yet another recent effort of the 150-year-old-plus company to modernize its brand. In addition to updating its iconic logo, the company has also experimented with NFTs, creating art pieces in collaboration with Sophia Chang and auctioning off a single animated NFT on OpenSea to benefit Feeding America.

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