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On a mission to save the snow day: The making of Snowbuddy

It’s been a year like no other, so the Campbell’s marketing team set out to create a commercial that brings the magic of a snowy winter day into the homes of millions of Americans.

“Since the start of the pandemic we’ve asked ourselves, besides our products, how can our brands show up in a way that provides comfort and joy to our consumers?” said Linda Lee, Chief Marketing Officer, Meals & Beverages, Campbell Soup Company.

Snowbuddy is born

So, the team got to work. Collaborating with their advertising agency, Leo Burnett, and animation partner, Psyop, the Campbell’s team created Snowbuddy, the story of a little girl braving the cold for no other reason than to surprise her friend. Together, they warm up with a bowl of Chicken Noodle Soup.

“Chicken Noodle Soup is often the first thing people think of when they think of Campbell’s,” said Mark Tumelty, Vice President, Marketing, Soup & Broth, Campbell Soup Company. “Plus, what’s more fun than slurping noodles on a snow day?”

We chatted more with the team about how the story came to life. Watch:

As for the adorable ending—the commercial’s Director and Animator, Jack, said the fogging of the little girl’s glasses were inspired by his childhood growing up in Minnesota.

“I was looking for a fun little moment that would make someone laugh in a quick period of time,” he said. “I remembered wearing glasses as a kid in Minnesota and always having them steam up when I walked inside in the winter. It just felt like one of those cute, genuine, human moments that is very universal.”

Preliminary concept artwork from “Snowbuddy”

Catch the ad during your favorite holiday shows

Snowbuddy debuted in early December during the annual Rockefeller Center Christmas tree lighting on NBC.

“What better way to debut such a magical story than the Rockefeller Center Christmas tree lighting,” said Marci Raible, Vice President of Integrated Marketing, Meals & Beverages, Campbell Soup Company. “It can be found across TV and digital streaming programs, including some of your favorite holiday movies and shows.”

Save the Snow Day

The ad was all part of the team’s larger effort to celebrate and find joy in the cold, wintery months. As a compliment to Snowbuddy, Campbell’s also launched “Save the Snow Day,” a social effort to save the snow day amidst the onset of virtual learning. Campbell’s is calling upon all who believe in shutting down screens and pulling on the snow boots, to sign an online pledge to save the snow day.

To participate, families and kids at heart can join the movement by signing the pledge on SavetheSnowDay.com and sharing their support on social media by posting snow day photos and using the hashtag #SaveTheSnowDay.

Learn more about how our marketing team has been bringing comfort and joy during this unusual holiday season.