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Never be afraid to ask big questions about Big Food.

Progresso
Brand & Creative Strategy, Content Development, Consumer Insights, Digital Experience

As consumer standards for quality food have edged higher in the 21st century, a lot of mass brands struggle to demonstrate their commitment to ingredients, practices, and the people they serve. Our team at Zeus Jones paved the way for Progresso to rediscover its own story through the eyes of a millennial foodie who could help discerning eaters appreciate how much art, science, and history can be found in an unassuming can of soup.

In partnership with award-winning food storyteller Liza DeGuia and filmmakers from Conscious Minds Studios, we created an episodic series of documentary shorts to better understand how Progresso soup is made and the diversity of people who contribute to its products across the supply chain. We also produced digital extensions and a new recipe library to help make its product line easier for everyday consumers to navigate. For me personally, this effort underscored how the complexity of our shared food ecosystem often obscures the simple truth behind what we eat (by choice or by default) and how it makes us feel.

Agency: Zeus Jones
Production Partner: Conscious Minds