Campbell’s Soup Comes Back For Seconds With Watson Ads

Amy Benford

Amy Benford

December 18, 2017 - Sarah Sluis, senior editor for, writes: Campbell’s Soup wants to help solve the daily “dinner dilemma” – that period between 3 p.m. and 5 p.m. when people figure out what’s for dinner.

And who better qualified to brainstorm novel dinner recipes than IBM Watson?

Last winter, Campbell’s Soup tested Watson Ads to dynamically recommend recipes in its ads, using the Chef Watson API and Watson’s natural language processing API.

The ads let people find Campbell’s Soup recipes by ingredient.

As Watson learns from each search query, the ads become more relevant to the consumer, said Amy Benford [pictured], global media director at Campbell’s Soup: “If a consumer were only to check vegetarian options, eventually Watson will only offer vegetarian recipes.”

Because many people search multiple recipes, Watson often improves its recommendations with a single ad exposure. More...