Dive Brief:
- Campbell Soup Company and its agency Wavemaker are partnering with video news brand NowThis to launch a new food vertical, “NowThis Food,” that will focus on how food impacts culture, communities and the environment, according to a press release made available to Marketing Dive.
- For the channel, NowThis will produce both editorial and Campbell-branded social video content covering news and food waste and sustainability, two of Campbell’s key initiatives. NowThis is part of the Group Nine media holding group that also includes Thrillist and The Dodo.
- To celebrate the launch, NowThis hosted its first interactive community event at the Astor Center in New York City, joining Harlem Growth, a local nonprofit dedicated to mentorship and education on urban farming, sustainability and nutrition.
Dive Insight:
With the launch of NowThis Food, the social video brand is not only growing its list of verticals, which number 11 and include news, politics, sports and more, but it is also aiming to further its following with millennials.
Mobile-savvy millennials have also been labeled as “food-obsessed,” spending nearly $100 billion per year on food and expressing concern about where their food comes from. More than 60% of millennials expect GMO-free ingredients, and nearly 70% are willing to pay more for organic foods, a report by Maru/Matchbox found.
Food brands have struggled with how to market to millennials, with some touting their sustainable practices or organic products. Partnering with NowThis, which averages more than 2.5 billion monthly social media views, Campbell Soup Company is ensuring that it crosses paths with millennials and delivers a message that resonates.
NowThis Food’s partnership with Campbell came about after they created a content series together earlier this year and highlights the trend of brands creating partnerships with digital media platforms in order to better reach millennials. NowThis also recently partnered with Chase to create a personal finance channel, called NowThis Money, targeting millennials and featuring content from both brands.
