In 1962, Andy Warhol’s Pop Art gave the world a new perspective on Campbell’s Soup. In 2024, Campbell’s pAIntings used AI to explore what it would look like if other great artists painted our iconic soup can. The integrated campaign featured Campbell’s Soup painted in the style of Dali, O’Keeffe, Picasso and many others, all displayed in our online gallery, social, and on out-of-home boards across Canada. In reinventing the success of the ’60s, we brought new relevance to the brand in 2024. Results: Campbell’s pAIntings created a cultural moment that was carried through the social sphere, achieving 49.6M impressions across transit, social, and earned PR. - We achieved a social giveaway engagement rate of 20x the industry benchmark Organic social engagement was over 6x industry benchmark for food and beverage, - Paid media exceeded targets by 10M impressions, and - Earned media exceeded industry benchmarks by 10.5x