How Campbell’s Dusted Off a Century-Old Recipe to Cook Up Its Latest Marketing Idea

Following a recipe from 1915 isn't as easy as it sounds

On the 350 acres they farm in Vineland, N.J., Richard Marolda Sr. and his son, Richard Jr., grow 30 different kinds of produce. They raise beets and bok choy, peppers and radishes, four varieties of lettuce and even dandelion greens. But when the Marolda's phone rang last year, the customer on the other end wanted just one thing: beefsteak tomatoes.

@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.