Soup brand Campbell’s has partnered with Universal Music Group (UMG) to unveil a specially marked label on its iconic red and white cans that unlocks reimagined classic songs performed by recording artists, each paired with their favourite brand recipe.

According to a recent Campbell’s survey, 73 percent of home cooks listen to music while preparing a meal, and one third specifically cite music as a source of inspiration in the kitchen. 

With more Americans cooking than ever before, Campbell’s partnered with select UMG recording artists Julia Michaels, Peach Tree Rascals, Jac Ross and Mickey Guyton, to take songs and recipes from their own memorable moments and put a fresh spin on them. 

Across the country at select retailers, Campbell’s red and white cans will feature a specially marked QR code branded “M’m! M’m! Records” label, leading shoppers to Campbell’s recipes.

Each week, a UMG artist will drop their new version of a remade song paired with their personal favourite Campbell’s recipe.

“How music can single-handedly set a mood is undeniable,” said Linda Lee, Chief Marketing Officer, Meals & Beverages, Campbell Soup Company. 

“Partnering with UMG and their artists to create music that inspires American home cooks is a unique opportunity for Campbell’s to bring a bit of inspiration to those daily dinner dilemmas beyond what’s on the table.”