Campbell’s wants the world to know it is officially Sides Season. Not Thanksgiving. Not “family time”. Sides Season. I mean, the data does back it up and so… Anyhoo, if you need proof, Campbell’s just dropped its fourth annual State of the Sides Report along with something no one saw coming: a limited-edition fashion collab with Cynthia Rowley and Kit Keenan. Yes. Designer casserole-toting gear is now a thing.
The report is basically a love letter to everything except the turkey. Sixty-three percent of Americans prefer eating side dishes over the bird. Almost half said they would happily skip everything else and pile a plate high with nothing but sides. The Green Bean Casserole reigns supreme in iconic status, celebrating 70 glorious, crunchy onion-topped years. And half the nation has declared Mac and Cheese the new mandatory holiday guest. If someone at the table doesn’t bring Mac, society collapses.
To celebrate this culinary truth, Campbell’s teamed up with Cynthia Rowley and Kit Keenan for the Campbell’s Sides Collection. The duo created two designer bags that let you flex your side-dish energy in style while hauling your contribution to the feast.
The Holiday Tote is the crown jewel for Mac & Cheese lovers. It includes a perfectly sized casserole dish, a rectangular detachable base to keep the dish warm, and enough room for everything you need to show up like a well-prepared side warrior. The best part is the bespoke Campbell’s ring light tucked inside for immediate, photo-ready food glam.
The Party Bag is built for Green Bean Casserole devotees. It comes with a circular detachable base, a Campbell’s-themed trivet, and a casserole dish. The waterproof-lined top even transforms into a bottle chiller once the casserole is safely delivered. Functional and festive.
The Campbell’s Sides Collection bags were priced at US$99 each and went live on November 10 at 1 p.m. ET. Naturally, they sold out faster than you can say “pass the Green Bean Casserole”. The good news is that every purchase triggered a donation of 99 cans of Campbell’s Condensed Soup to Feeding America, so somewhere out there, a mountain of soup is now doing real good.
Images: The Campbell’s Company.