This was a series of trade-focused advertisements for the line of 3-in-1 soups offered by the Chef Francisco brand through Heinz. Each soup mix could be made into a soup (mixed with water), sauce (mixed with milk), or dip (mixed with sour cream). As the product was so signature in design and concept, I decided to create a campaign that told foodservice operators exactly what it could do: become soup, sauce, and dip. If it ain't broken, don't fix it.
Food art was the inspiration for this look. And through digital photography from John Svoboda, combined with art direction and digital composition, we brought the words to live by turning them into actual food imagery using the actual product.
The campaign was very successful in the foodservice industry and became easily memorable for its headline.