CASE Study: Campbell’s

Turning cultural change into a food innovation framework

scenarioDNA helped Campbell’s explore how changing consumer behavior could shape the future of food. Culture Mapping, semiotics, and anthropology identified archetypes and cross-industry patterns to inform product platforms, marketing, and ongoing trend monitoring.

Key Insight: The future of food could be read through the relationships between eating habits and wider cultural patterns.

The question: What could changing eating habits mean for innovation?

Campbell’s needed foresight into how changes in consumer behavior could affect food and product development. The brief called for a framework that could connect cultural shifts with decisions about future opportunities.

The research: Connecting eating habits with wider patterns

We applied Culture Mapping, semiotics, and anthropology to identify archetypes shaping eating habits and patterns across industries. This gave the team a way to interpret food behavior in a wider cultural context, connecting changes within the category with meanings emerging elsewhere.

The application: A framework for products and continued learning

We created an innovation framework to inform product platforms, marketing, and ongoing trend monitoring. The work provided a structure for considering evolving cultural and dietary expectations, allowing the research to inform both immediate opportunity thinking and continued observation of change.

Explore our approach: Culture Mapping · Cultural Research & Intelligence