Facing declining sales and the realization that if Warhol were alive today, he'd probably draw Amy's, Campbell's CEO sent their top soup R&D squad to "hipster hubs" to figure out what kind of grass-fed grass soups 20-somethings are into these days:
[Chuck Vila, Campbell's VP of something or other] and his colleagues went to such "hipster hubs’’ as Austin, Portland and San Francisco to study the rituals and preferences of people in their mid-20s and 30s. They shopped with them. They ate at their favorite food trucks, neighborhood restaurants and, sometimes, they ate home-cooked meals in their homes.
"We learned a lot,’’ Vila said. "They are restless spirits with adventurous tastes."
So, what do our restless spirits crave? "Spicy Chorizo & Pulled Chicken with Black Beans" in a to-go microwavable package, covered with pictures of girls in thick-rimmed glasses that look like they just sampled human feces but paid grin otherwise.