Best Edelman New York Campaigns of All Time
Edelman is where PR stops being a press release and starts behaving like a cultural intervention. Their New York operation has spent years proving that if you understand what a public actually believes - not just what they buy - you can build campaigns that earn attention rather than buying it. Their best work exists at the unusual intersection of reputation management and creative provocation. Browse the work below.
4 campaigns
Soup Drops
2025Progresso transformed its iconic chicken noodle soup into savory hard candies, creating a portable "soup you can suck on" to hijack the medicinal cough drop aisle and dominate the cold and flu season conversation through a polarizing product innovation.
Progresso · Edelman New York
Will Levis No. 8
2024Hellmann's launched a luxury perfume parody starring NFL quarterback Will Levis to transform a polarizing condiment into a high-end lifestyle object, successfully driving brand relevance and sales during the post-summer football season slump.
Hellmann's · Edelman New York
Vaseline - Transition Body Lotion
2024Vaseline created the 'Transition Body Lotion,' the first clinically validated skincare product specifically for transgender women, addressing unique skin dryness challenges during hormonal transition, demonstrating genuine inclusivity and achieving significant market impact in Thailand.
Vaseline · Edelman New York
#TakeOutHate
2020Ajinomoto fought the surge of anti-Asian xenophobia during COVID-19 by reframing food photography as activism, urging Americans to 'Take Out Hate' by ordering from struggling Asian restaurants and sharing their meals on social media to combat bias.
Ajinomoto · Edelman New York