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BEHIND THE BOWL

PROGRESSO

// EPISODIC 

Big food gets a bad rap. We get it. Conglomerates and corporations aren't sexy. Artisanal is all the rage, and rightfully so. But when we peeled back the layers and went Behind the Bowl, we found that Progresso’s roots started with a homemade recipe. We were brought in as a storytelling partner to Zeus Jones to carefully craft and architect a content series that explored whether good food could come in a can. What we brought to the table was a character-driven, episodic journey hosted by food storyteller, Liza de Guia, that showed how bigger can be better.

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"There on the wall in the old facility was written the family recipes. And it was a shovel full of corn, a bucket of olive oil. That's how Progresso got started."

 

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