Campbell’s: Meals Beyond Soup

How might we reinvent our products and our company for a new era?

Breakthrough Strategy | Futureproof Innovation

Campbell’s annual revenue increased by x%

The Challenge

A new leadership team had been tasked to transform the portfolio amid changing consumer tastes for food and health and well-being.

Our Approach

Working directly with the Vice President, Insights, Strategy & Innovation, Sense Worldwide established the foundations for the transformation strategy of the foodservice division by prioritizing focus in what to sell (categories), where to sell it (channel segments) and how to sell it (solution selling) and prioritize focus areas.

We mapped the trade offs between convenience and involvement, health and taste, quality and value. We explored provenance, sustainability, brand, form, packaging formats, claims and sensory experiences. Perceptions of freshness for packaged goods vs perimeter and across channels.

How The Sense Network Helped

As we focused on the future, we looked beyond the mainstream consumer. We went to the edges of culture and collaborated with non-traditional, multi-generational, single-parent, and multicultural households to understand attitudes and behaviors towards mealtime occasions. Our objective: to identify the met and under-met needs and segment contemporary American families.

The Outcomes

An number of outcomes emerged:

• A new line of Campbell’s Skillet Sauces that offered consumers “delicious, fast, and contemporary dinner solutions” in three easy steps.
• An extension of Campbell’s Go! platform with a line of simple meal solutions designed to appeal to younger consumer using contemporary packaging and graphics.
• A broadened range of soups, stews, chilis, and chowders under the Campbell’s Slow Kettle brand—a line which attracted Millennials and affluent consumers since its launch.

The Result

Following this research, Campbell’s annual revenue grew by x% between 20xx and 20xx (£x to £x).

How might we expand your business’s reach?