Live sample coverage from TikTok · US · soup & snacks · August 5, 2026
Campbell's. Watched in real time.
dig delivers a live read on the forces shaping brands across social — from creator sparks and product launches to cultural shifts and emerging narratives.
Trending narrative
Campbell's owns two feeds at once: Goldfish seasoning hacks and lunchboxes on the snack side, and tomato-soup grilled cheese and casserole hacks on the soup side. A buffalo-Goldfish party mix from @_jenmagic_ hit 1.9M views.
Trending now · pulled from dig
Narrative intelligence
The stories driving the Campbell's conversation.
Narratives, not hashtags. dig surfaces the meaning behind each clip, ranking the stories by momentum and breaking them down by generation.
Trending now · last 7 days
What people really think about Campbell's right now.
Pre-crisis radar · for comms
The narratives that haven't hit yet.
Early negative signals that give comms a head start before the story spreads.
Emerging signals · last 14 days
Owned content vs. UGC
Who's actually calling the Campbell's conversation.
Official and sponsored posts seed the launches; creators turn Campbell's into snack hacks, lunchboxes and soup dinners.
Owned vs. UGC reach · last 30 days
~20%vs~80%
Campbell's-owned share · UGC share of Campbell's TikTok reach (30d)
Campbell's and Goldfish lean on sponsored creators, but home cooks, parents and snack reviewers drive the bulk of the reach across seasoned-Goldfish hacks, lunchbox builds and soup-based dinners.
Top 6 creators · last 7 days
The house codes
Goldfish seasoning hacks, lunchboxes, flavor rankings, soup recipes, can health scare, quality scrutiny. Tracked.
How the Campbell's conversation moves on social, plus the signal Campbell's can act on.
Portfolio signal · last 30 days
From signal to next move
The actions your team can take this week.
The creator to engage, the narrative to get ahead of, and the talking point that needs to be ready before the story moves.