Group Nine and Campbell Partner to Create "The New Pantry" Campaign Across NowThis, POPSUGAR and Thrillist

New Three-Phase Campaign Leverages Content Partnerships Between Campbell, NowThis and POPSUGAR and will Launch with Reimagined Assets, Remote Production, and Talent-Hosted Virtual Events
Company Release
May 1, 2020

NEW YORK – (May 1, 2020) – Group Nine, the no. 1 video publisher on mobile in the U.S. [Nielsen DCR, March 2020], and Campbell Soup Company announced today that they have partnered to create a new social and digital campaign, “The New Pantry.” The campaign will run across Group Nine’s NowThis, POPSUGAR and Thrillist and aims to bring value to customers by providing utility, comfort and relief. 

“The New Pantry” is created in partnership with Campbell’s media agency, Spark Foundry, and is comprised of three distinct phases. The first builds on Campbell’s previous content partnerships with NowThis Food and POPSUGAR and reimagines existing social, video and written assets with updated messaging. The second phase includes custom written content and Instagram stories related to food, lifestyle and family that brings positivity, utility and value to everyday life on Thrillist and POPSUGAR. Finally, the third phase features influencer-hosted virtual experiences featuring POPSUGAR’s favorite personalities, food and games. 

“Now more than ever, consumers are looking for optimistic and differentiated utilitarian content,” said Group Nine’s Chief Revenue Officer, Geoff Schiller. “‘The New Pantry’ highlights the best qualities from Group Nine’s family of brands to create a useful and timely campaign that captures how Campbell brings families together.”

“We are excited to expand our partnership with Group Nine. We know our consumers are cooking more often and they need new recipes and inspiration,” said Linda Lee, Chief Marketing Officer, Campbell’s Meals & Beverages. “With this campaign, we can bring quick and easy meal ideas across the multiple platforms that Group Nine offers to provide creative solutions and make life a little easier.”

Group Nine x Campbell’s “The New Pantry” underscores how home cooked meals bring us together. 

Phase One:
Campbell, NowThis and POPSUGAR have a history of content creation. Phase one will launch with a new, co-branded digital destination hub on POPSUGAR’s owned and operated website, filled with a content library that users can return to for ideas on how to stay positive, healthy and entertained. From Campbell’s x NowThis Food partnership, “The New Pantry” will reimagine NowThis’ videos of family stories, easy homemade meals and dishes that bring us together. NowThis will also create a new hero video by revisiting the partners’ “Soup Meets Sandwich” dating show where they matched three pairs via their favorite foods.  POPSUGAR will also refresh written content, Instagram posts and Instagram stories from its “Joy Night In” holiday campaign with Campbell.

Phase Two:
Phase two includes an 11-part written series across POPSUGAR and Thrillist, aimed at helping audiences who are looking for advice and ideas to keep their family positive and engaged. Topics include how to make the most of your pantry staples; to POPSUGAR editors and the recipes they’re making and enjoying over virtual dinners; to how to throw a delicious Cinco de Mayo night in; and how to bring international flavor to your pantry staples. POPSUGAR and Thrillist will create a written series filled with actionable advice and creative family fun with Campbell. The two publishers will also create custom Instagram stories series, partnering with influencers who will give viewers all of their at home hacks, from cooking to DIY, all from the comfort of their own homes.

Phase Three:
Phase three will feature two, branded virtual parties on Zoom highlighting how we can spend time together. Guests will be virtually invited into the homes of POPSUGAR’s favorite personalities, who will share surprising tips that’ll shake up your meals and power up your parenting. 

About Group Nine Media:
Group Nine’s mission is to tell great stories that spark action and make a real difference. As the #1 video publisher on mobile in the U.S. [Nielsen DCR, March 2020], Group Nine’s brands are built for the platforms where young people spend the majority of their time. We reach over 70% of Americans in their 20s every month [Nielsen DCR, March 2020]. Audiences spend nearly 70 million hours a month engaging with our category-defining brands [platform analytics, March 2020] - NowThis, the no. 1 most-watched news and politics brand globally on social [Tubular, February 2020]; The Dodo, the #1 media brand for reach on mobile in the U.S. [Nielsen DCR, November 2019]; POPSUGAR, the #1 most engaged-with Women’s Lifestyle site [Comscore, February 2020]; Thrillist, the most-trusted digital brand in food, drink, travel & entertainment; and Seeker, the no. 1 science brand on mobile in the U.S. [Nielsen DCR, February 2020]. Group Nine has been recognized with hundreds of prestigious awards including Edward R. Murrow, James Beard, Cannes Lion, Critic’s Choice, among others.

About Campbell Soup Company:
Campbell (NYSE:CPB) is driven and inspired by our purpose, “Real food that matters for life’s moments.” For generations, people have trusted Campbell to provide authentic, flavorful and affordable snacks, soups and simple meals, and beverages. Founded in 1869, Campbell has a heritage of giving back and acting as a good steward of the planet’s natural resources. The company is a member of the Standard and Poor’s 500 and the FTSE4Good Index. For more information, visit or follow company news on Twitter via @CampbellSoupCo.



Pierce White

Group Nine Media

(646) 561-3345

(646) 561-3345

(646) 561-3345


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