NEW YORK (December 6, 2017) – NowThis announced today the launch of “NowThis Food,” a channel dedicated to highlighting the impact that food has on culture, communities and the environment. In partnership with Campbell Soup Company and their media agency, Wavemaker (formerly MEC), the new channel further extends the NowThis brand and will showcase stories at the intersection of food and culture - from those who grow our food to those who prepare what we eat, to the impact food has on our communities and our broader society as a whole.
NowThis will produce editorial and Campbell branded social video content (spanning the company’s portfolio of brands) that cover stories that explore food news as well as food waste and sustainability -- two core initiatives of the Campbell corporate social responsibility efforts. The new channel will expand NowThis’ core editorial issues and bring its unique approach to storytelling to life around food related topics.
On December 6, as part of the partnership, NowThis and Campbell will also join forces with Harlem Grown--an NYC non-profit whose mission is to inspire youth to lead healthy and ambitious lives through mentorship and hands-on education in urban farming, sustainability, and nutrition--and host a family friendly holiday celebration at Astor Center in NYC, from 6-9pm ET, with an emphasis on clean, accessible and sustainable food for guests. NowThis’ first-ever interactive event creates three experiential activations that embody the Campbell mission of cooking with love, with low impact food and bettering local communities.
First, guests will be treated to Campbell chefs’ delicious, organic, green bean casserole dish topping bar, where guests can customize their dish and learn more about responsible, ethical and sustainable food sourcing. Next, attendees will learn about the environmental benefits of composting and zero-waste in association with our partners at Harlem Grown. And third, NowThis and Campbell will invite guests to make meal kits with nonperishable Campbell foods for families in need this holiday season. They’ll also be invited to write special handwritten notes that NowThis will deliver to Center for Family Services.
“We couldn’t be more excited to partner with Campbell on this new channel,” said Athan Stephanopoulos, president of NowThis. “Building off an incredibly successful content series we did together earlier this year, this broader partnership allows us to further explore stories to raise awareness on the social responsibilities we face as a society around food, which is a key area of focus for both NowThis and Campbell.”
“NowThis shares our passion for exploring recipes, new food trends and uncovering the stories behind the people making real food – and we are thrilled to be their launch partner as they expand their purview into the culinary space,” said Yin Woon Rani, Vice President, Chief Consumer Experience Officer, Campbell Soup Company. “Their platform provides the perfect opportunity for our brand to speak to the millennial audience in a very unique way.”
NowThis creates news content for the social, mobile generation by informing, entertaining and inspiring its audience about what’s happening and important in the world right now. Launched in 2012, NowThis is the #1 U.S. video news brand on the social web with more than 2.5 billion monthly views. NowThis has eleven content verticals, including: News, Politics, Entertainment, Future, Her, Money, Sports and more. In December 2016, NowThis joined forces with Thrillist, The Dodo and Seeker to form Group Nine Media -- a top 10 global publisher.
About Campbell Soup Company:
Campbell (NYSE:CPB) is driven and inspired by our Purpose, “Real food that matters for life’s moments.” We make a range of high-quality soups and simple meals, beverages, snacks and packaged fresh foods. For generations, people have trusted Campbell to provide authentic, flavorful and readily available foods and beverages that connect them to each other, to warm memories and to what’s important today. Led by our iconic Campbell’s brand, our portfolio includes Pepperidge Farm, Bolthouse Farms, Arnott’s, V8, Swanson, Pace, Prego, Plum, Royal Dansk, Kjeldsens and Garden Fresh Gourmet.
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 & Poor’s 500 and the Dow Jones Sustainability Indexes. For more information, visit www.campbellsoupcompany.com or follow company news on Twitter via @CampbellSoupCo. To learn more about how we make our food and the choices behind the ingredients we use, visit www.whatsinmyfood.com.