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Creative

Campbell's Soup Unveils #SavetheSnowDay to Preserve 'Day of Play' for Kids Across America

The soup company partnered with Publicis Groupe to launch online pledge and free snow day activity kits to celebrate the importance of snow days in a virtual world

Campbell's Soup Unveils #SavetheSnowDay to Preserve 'Day of Play' for Kids Across America

Campbell's Soup has announced its commitment to preserve the most magical winter rite of passage, the snow day. Through an online pledge, Campbell's is calling on all who believe in shutting screens off and putting snow boots on to pledge their support to keep a cherished winter tradition alive. 

With the sudden arrival of virtual classrooms and e-learning, for the first time in history, the snow day is facing extinction. A generation of Americans may never know the joy of waking up to a winter wonderland and learning that school is in fact closed for the day. Various school districts in snow-prone states have already cancelled snow days for the year and in the face of the pandemic and students' needing to adapt to learning from home, Campbell's is encouraging schools across the country to preserve snow days, giving students and teachers a much-needed and well-deserved moment of joy.


"Following a difficult year for so many, it is so important to find those moments of comfort and joy," said Linda Lee, chief marketing officer, meals and beverages, Campbell Soup Company. "The excitement of waking up to a snow day delights kids and adults alike. These are special days filled with sledding and snowman building, capped off with a warm bowl of chicken noodle soup after playing in the cold. Even in the virtual world we find ourselves in need of a good ol' snow day."


To offer a fun reprieve during this year's snow season, Campbell's is releasing free limited-edition snow day activity kits to the first 3,000 pledge signers featuring the following snow day-inspired items:

- A snowman making kit featuring a large wooden carrot, coal and oversized buttons
- A signature red-and-white hat and scarf
- Goldenrod mittens
- Limited-edition Campbell's Chicken Noodle Soup stackable snowman cans
- Save the Snow Day window cling
- Kits will be mailed to pledge signers in January during the height of snow season
For all pledge signers, Campbell's has created a series of Save the Snow Day colouring sheets that families can download and hang in their front windows to show their snow day support, available to download here. The website also features a data-led 'snow map' to track signatures across the country. By entering your zip code when you sign the pledge, the map will automatically update to show which regions have the most Save the Snow Day supporters.

To accompany the Save the Snow Day efforts, Campbell's released an exclusive film, titled 'Long Live Snow Days', to further illustrate the importance of the snow day for families across the country.


To participate in Campbell's Save the Snow Day initiative, families and kids at heart can join the movement by signing the pledge and sharing their support on social media using the hashtag #SavetheSnowDay.

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Agency - Leo Burnett

Agency: Leo Burnett (Snowbuddy + Save the Snow Day)

ACD/Copy: Garrett Vernon

ACD/Art: Jillian Lamb

SVP Creative Director/Copy: Natalie Taylor

SVP Creative Director/Art: Isabela Ferreira

EVP Executive Creative Director: Bob Winter

Chief Creative Officer: Liz Taylor

SVP Executive Producer: Denis Giroux

Sr. Producer: Kimberly Cowie

AE: Alexandra Rivard

Account Director: Kate McClean

EVP Account Director: Susan Lulich

VP Strategy Director: Amrita Bhatia

EVP Strategy Director: Pushpa Gopalan

Assoc. Creative Resource Director: Loraine Wysmier

Agency - Spark

Agency: Spark (Snowbuddy + Save the Snow Day)

VP, Director of Strategy: Pablo Graham

Director of Content: Ebony Jones

Senior Associate: Carly Davidson

Associate of Director, Strategy: Paula Macdonald

VP, Video Investment: Joseph Giacoppa

Associate Director of Content: Nicole Guadagno

Agency - MSL

Agency: MSL (Snowbuddy + Save the Snow Day)

SVP: Lynsey Elve

SVP: Alan Danzis

Vice President: Jolyn Kohl

Account Supervisor: Zoe Krey

Senior Account Supervisor: Meg Patrick

Assistant Account Executive: Jenny Case

Assistant Account Executive: Morgan Miller

Post Production

Post Production: Psyop (Snowbuddy)

Director: Jack Anderson

Executive Producer: Eve Strickman

Senior Producer: Summer Gregori

Editor: Almog Antonir

Colourist: Kim Stevenson

Music and Sound

Music and Sound Design: Squeak E Clean (Snowbuddy)

Executive Producer: Chris Clark

Creative Director: Justin Hori

Composer: Julie B. Nichols

Audio Engineer/Mixer: Surachai Sutthisasanakul, Sarah Krohn

Category: Canned Food , Food