Campbells Soup Company Sierra Brown, Kara McKenna, and Burke Riley - - PDF document

Campbell’s Soup Company 1

Campbell’s Soup Company Sierra Brown, Kara McKenna, and Burke Riley ADPR 3110 Sabrena Deal

2 Campbell’s Soup Company

Overview History

Research Brief

• 1869 - Campbell’s Company start-

ed by Joseph Campbell and Abraham

• Anderson. The company’s first product

was ready-to-eat tomato soup.

• 1876 - Anderson leaves the partner-
• ship. Arthur Dorrance joins Campbell

to form a new company.

• 1894 - Joseph Campbell retires and

is last family member in company (succeeded by Arthur Dorrance)

• 1897 - Company began to expand

its product line with 5 varieties of con- densed soup.

• 1898 - Company changes to signa-

ture red and white color scheme with gold seal (inspired by Cornell-Penn football colors)

• 1900 - Campbell’s wins an award in

Paris for product excellence. The gold medallion on the can represents this achievement.

• 1911 - Campbell’s achieves national

distribution

• 1922 - Officially adopts “soup” as

its middle name

• 1931 - Campbell’s begins radio

advertising slogan “Mm, Mm, Good” with the launch of tomato juice

• 1948 - Acquired V8 - today’s lead-

ing vegetable juice in the US

• 1954 - Company goes public
• 1962 - Andy Warhol used Camp-

bell’s image in his signature pop art, increasing popularity of the brand

• 1981 - Campbell’s introduces Prego

pasta sauces.

• 1991 - Campbell’s Healthy Request

soups are introduced

• 2007 - Campbell’s was awarded a

Certificate of Excellence for its efforts in lowering sodium levels, by Blood Pressure Canada

• 2010 - Canadian Campbell’s began

selling soup, certified by the Islamic society of North America as being ha-

• lal. (this soup does not exist in the US)
• 2010 - Label is redone, to show

more of the soup. Only their icon- ic soups (Chicken Noodle, Cream of Mushroom, and Tomato) still sport the

• riginal label
• 2011 - Slow Kettle soups introduced

to provide a “just like homemade” experience

• 2011 - Company re-introduced itself

to the UK market after losing owner- ship since 2008

• 2015 - Established current slogan,

“made for real, real life”

• 2019 - Campbell’s gains new CEO

Campbell’s Soup Company is one of the leading consumer packaged goods com- panies, producing an array of products from condensed canned soups, to bever- ages, sauces, and snacks. They sell and produce their products globally across 120 different countries with nearly 30 facilities across the globe.

Campbell’s Soup Company 3

Goals/Mission Key Words Competitors

Campbell’s mission is to provide “real food that matters for life’s moments”. With this the company aims to provide foods that bring meaning and substance to life’s events such as sports games, family dinners, and road trips. Campbell’s wants their products to aid in connecting people in these moments and to help them build warm and meaningful memories together. To achieve this goal, Campbell’s provides products crafted with the utmost consideration and care to deliver the most convenient and quality experience to their customers. Their overall goal as a company is to be trusted by their customers as a staple to their daily lives, by providing products that are delicious, safe, ethically sourced, and available at a fair price.

• Affordable
• Convenient
• Trustworthy
• Classic
• Hearty
• Purposeful
• Wide-Ranging

General Mills Inc.

General Mills Inc is also a global consumer packaged goods company, pro- ducing snacks, cereals, coups, an easy preparation meals. They are best recognized for their cereals, and easy prep products such as Betty Crocker, Hamburger Helper, Pillsbury, and Green Giant. However, they also produce Progresso canned soups and vegetables in direct competition with Campbell’s. Progresso out-performs Campbell’s despite its more limited soup line. How- ever, Campbell’s has 124 soups with no MSG (Progresso only has 26).

Kraft Heinz Food Company

Kraft Heinz Food Company is the 3rd largest North American food and bev- erage company and 5th largest company of its type in the world. The compa- ny is best known for their boxed Kraft macaroni and cheese and their Heinz

• condiments. They do also manufacture snacks Jell-O and Kool-aid which bear

some competition to Campbell’s, but their product lines bear enough differ- ences for the company to remain as only a low to moderate threat.

4 Campbell’s Soup Company

Mondelez International Inc.

Mondelez International is a global producer of confectionery snacks, foods, and beverages. It directly competes with Campbell’s snack division, producing well-known snack products such as Oreo, Chips Ahoy, and Honey Maid. Their beverage line does not offer much threat, as they sell powdered beverages rather than bottled liquid like V8. Mondelez is ranked above Campbell’s in the snack category.

Competitors Continued

Campbell’s Soup Company 5

Creative Brief

Advertising Problem

Consumers don’t believe canned goods can be nutritious.

Objective

Consumers should believe that Campbells is affordably healthy.

Core Message

Let Campbell’s support you

Insights

Currently, Campbell’s’ highest indexes are among college adults and no-college adults as well as lower income (under 50k) with no children. They currently index the highest for people in the 65+ age range as well. Data shows that the 25 - 34 age range shows the lowest index for purchasing Campbell’s. In addition, women aged 18 -24 have been reported to be least likely to say they lead a healthy life and most likely to say they lead a not very healthy lifestyle. This same group also desires to learn about health and wellness from blogs and social media rather than medical profes-

• sionals. Many consumers with lower incomes, however, have the desire to buy healthy foods even

if they cannot afford it. It has also been found that when, buying Campbell’s, shoppers are typically filler their carts, rather than buying a few items at a time, suggesting Campbell’s is a product pur- chased by people who prioritize cooking and having an abundance of food at home. With these in- sights known, Campbell’s has decided to shift their brand focus to GenX and Millennial consumers, with this being the biggest region for growth and having the power to impact future generations of Campbell’s consumers. Campbell’s has the opportunity to convince these consumers that they un- derstand health and how to aid consumers in achieving their health goals while also fulfilling their

• budgets. This target audience will be best reached on digital marketing platforms, such as social

media, Youtube, and Hulu, as research shows the Millennial generation has been found to engage in less linear television viewing, with more preference for streaming platforms such as Netflix and

• Hulu. In addition, 85% of U.S. Millennials have been found to subscribe to over-the-Internet ser-

vices, such as these.

6 Campbell’s Soup Company

Target Audience

• Age: 20 - 34
• Marital Status: Single
• Income: <50,000
• Education: some college
• Ethnicity: Caucasian or Black
• Gender: Majority female
• Profession: Law Firm Assistant
• No Children
• Lives alone or with roommates
• Rents an apartment or home
• Values learning about health
• Doesn’t like how long it takes to cook
• Likes lifestyle blogs
• Enjoys spending time with friends
• Loves taking photos for Instagram
• Attracted to things that promote

health benefits

• Likes when cooking is fast and easy
• Watches Hulu and Netflix
• Enjoys yoga with friends
• Democratic Political views
• Enjoys discovering things on Insta-

gram and Twitter

Demographics Psychographics Meet 22 year old Amanda

Campbell’s Soup Company 7

Support Tonality

• Quick hearty recipes under $10 serv-

ing 4 (less than 30 minute cook time)

• Lemon Herb chicken recipe uses their

98% fat free cream of mushroom soup

• Quinoa Cakes recipe serving 8 people

under $10

• Over 70 recipes in their for Budget

and Healthy categories

• 124 soups containing no MSG
• Over 30 soups with less than 500 mg
• f salt sodium. Most of Progresso’s line

has over 600 mg

• Has recently (as of the end of Decem-

ber 2018) removed artificial colors and flavors from nearly all of its soups

• The Well, Yes! Line offers soups with

simple ingredients

• Offers Campbell’s Healthy Request

line

• Owns the Pacific Foods line, hosting

natural and organic soups

• Campbell’s chefs create homemade

recipes made with the best herbs, spices, seasonings, vegetables, legumes, whole grains and lean meat for con- sumers to enjoy.

• The Campbell’s Healthy Request Soup

line is low in saturated fat and choles- terol to reduce the risk of heart disease, so consumers can feel good about what they’re eating. It would be most effective to use a positive/optimistic tone with familiarity and

• confidence. Confidence is most important because a it has been shown that a lot
• f people looking to be healthy are confused about how to do so. A confident tone

paired with a positive and familiar tone will provide comfort. Essentially the tone should be informative in a gentle manner and attempt to convey understanding of the consumer’s struggle to understand how to be healthy and incorporate healthy foods with ease and on a budget. Since Millennial audiences have lower tolerances for ads, Campbell’s should keep their messages simple and to the point.

8 Campbell’s Soup Company

Process

Brain Storming

The images to the left demonstrate

• ur inital branstorming process

for images to associate with our ad strategy as well as ideas we pitched for the static, dynamic, and wild card deliverables.

Campbell’s Soup Company 9

Sketches

The idea we wanted to get across in the sketches is that Campbell’s takes all the expensive ingredients out of eating healthy We decided on sketch 5, inspired by 1 and 2.

Drafts

Static Ad 1: Instagram

10 Campbell’s Soup Company

Final Message Diagram

Objective: We want consumers to know that Campbell’s is affordably healthy. Core Message: Let Campbell’s support you. Format: Our two static ads are formatted for Instagram. This was the most ap- propriate form for our target audience because research shows that 71% of Insta- gram users are under the age of 35, which is the age range we are trying to reach. We also know from our insights that women in our targeted age range desire to learn about health and wellness from blogs and social media rather than medical professionals, making Instagram a fantastic medium to reach our target audience. We also wanted to create a brief and eye-catching message because Millenials and are typically reluctant to advertising messages, but drawn in by interesting and colorful graphics. Instagram was a great platform to catch consumers with these types of simple messages and imagery. Message Strategy: Tip 1: Split-screen imagery This ad uses split-screen imagery to compare two products by showing a meal

• n the left side of our ad that costs $20 to prepare, versus a Campbell’s meal that

Campbell’s Soup Company 11

costs $1 to prepare, as shown on the right side of the ad. By using split-screen technique, we are comparing Campbell’s to the competition and showing how Campbell’s soup is as healthy as the image on the left, but it’s more affordable. Tip 2: Show the product itself, unwrapped or still in its package This ad is showing the product itself, unwrapped, to portray the actual result a consumer will get if they buy Campbell’s soup. We want our target audience to know what’s inside a can of Campbell’s soup since the can is not see through. We want consumers to see the vegetables and health benefits from a can of Camp- bell’s, in a single serving portion. Tip 3: Design your message for your audience Designing a message for your audience means attaching our ideas to something

• ur audience already believes. Our target audience believes in eating healthy and

doing it on a budget. Our ad shows our target audience that Campbell’s is afford- able, by listing the price of the meals at the bottom of the ad. Plus, we show that Campbell’s has authentic ingredients in their cans because the consumer can see the carrots, celery, broth and other healthy ingredients. Tip 4: Highlight benefit of using product We highlight the benefit by showing both a healthy life without Campbell’s and with Campbell’s. The benefit is shown in the prices listed at the bottom of each

• panel. The lower cost associated with the same outcome (a healthy life), demon-

strates the benefit that Campbell’s helps deliver a healthy life affordably. Target Audience Connections: Our caption, “Nourish your body without starving your wallet...” adjusts for our audience who struggles with the knowledge that healthier foods are typically more expensive and out of their budget (with most of our audience earning <50k annually). The metaphor of our audience starving their wallet also adds some familiar humor, which helps establish trust and hopefully comfort. Overall the message should assure consumers that Camp- bell’s is here to support them in their lives by providing affordable health. Our imagery is bright and eye-catching in order to draw the attention of the millen- nial audience and the wood-paneled background is designed to created a homey, trustworthy mood about the image. We also used more modern typography rather than old style or script, to connect with typography the Millennial generation may more closely relate to. We did, however, include the Campbell’s brand name in their iconic script on the right side to sort of glorify the application of Campbell’s in the consumer’s life. Lastly the request to follow a link to more recipes, connects with the consumers familiarity and comfort with Instagram and encourages inter-

• action. Because our consumers want to learn from blogs and social media posts,

this interaction invite gives them the opportunity to fulfill that desire/tendency.

12 Campbell’s Soup Company

Static Ad 2: Instagram

Sketches

Here we went with sketch 4, inspired by sketches 1 and 2.

Drafts

Campbell’s Soup Company 13

Final Message Diagram

Objective: We want consumers to know that Campbell’s is affordably healthy. Core Message: Let Campbell’s support you. Format: Our two static ads are formatted for Instagram. This was the most ap- propriate form for our target audience because research shows that 71% of Insta- gram users are under the age of 35, which is the age range we are trying to reach. We also know from our insights that women in our targeted age range desire to learn about health and wellness from blogs and social media rather than medical professionals, making Instagram a fantastic medium to reach our target audience. We also wanted to create a brief and eye-catching message because Millenials and are typically reluctant to advertising messages, but drawn in by interesting and colorful graphics. Instagram was a great platform to catch consumers with these types of simple messages and imagery. Message Strategy: Tip 1: Enact the brand’s position We are enacting Campbell’s brand position by using the core message that we

14 Campbell’s Soup Company

came up with, which is “Let’s Campbell’s support you.” We want this ad to convey that Campbell’s supports consumers with their health and finance goals by pro- viding affordably healthy food options. Tip 2: Show the product itself, unwrapped or still in its package Showing the product itself means displaying the exact item that the consumer will receive upon purchase. In this ad, we are showing the outside of the Camp- bell’s can wrapped in its package, unopened, so that our target audience will be able to identify the product when they go grocery shopping. We are also showing the health benefits and affordability of this Campbell’s product with our other ad features that include the names of the ingredients in the can and the price of our product. Tip 3: Be specific We want to be extremely specific in our ad by adding the details of what’s inside

• f a can of Campbell’s Chunky Chicken Noodle Soup. We are using words to show

the names of the ingredients and health benefits going directly into the can. We also add the exact price of the can and the logo for the “Healthy Request” soup line to exhibit what they consumer will physically see and hold when they pur- chase a can of Campbell’s. Target Audience Connections: Our caption, “Nourish your body without starving your wallet...” adjusts for our audience who struggles with the knowledge that healthier foods are typically more expensive and out of their budget (with most of our audience earning <50k annually). The metaphor of our audience starving their wallet also adds some familiar humor, which helps establish trust and hopefully comfort. Saying that we will support them gives off a confident and caring tone, and makes Campbell’s seem trustworthy to the audience, which is a major factor in communicating with our audience. Overall the message should assure consumers that Campbell’s is here to support them in their lives by provid- ing affordable health. Our imagery is bright and eye-catching in order to draw the attention of the millennial audience and the wood-paneled background is de- signed to create a homey, trustworthy mood about the image. We also used more modern typography rather than old style, to connect with typography the Millen- nial generation may more closely relate to. Emphasizing the price bing 1.99 helps connect with our audiences desire to obtain healthy foods on a budget. They will see the price and the ingredients going in and feel the message is suited toward their needs.

Campbell’s Soup Company 15

Dynamic Ad: Hulu

Sketches Drafts

Frame 1 (3 seconds) Scene: Kitchen on New Year’s Eve Character opens her fridge and see it is full of unhealthy foods Frame 2 (2 seconds) She slams the fridge shut and writes up a New Year’s Resolution in Big Letters “Eat Healthy” Frame 3 (2 seconds) Next Scene: Living Room on New Year’s Day Character sees the resolution list she made, picks up her keys and goes to the store Frame 4 (3 seconds) Scene: Grocery store Character fills her cart with fresh and healthy produce Frame 5 (3 seconds) We see her at the register holding all her stuff. The bill is way too high and she ap- pears surprised (pause sound) Frame 6 (3 seconds) All of the items in her arms shrink down into a single Campbell’s can and the register changes to say $1.99. Character smiles and leaves the store happily Frame 7 (4 seconds) Scene: Character’s kitchen Character places a dish on her kitchen table, looking happy and resolved with her

• meal. She then says to herself “affordable and healthy

Frame 8 (5w seconds) Show end screen with Campbell’s logo. Screen says “Let Campbell’s Support you.”

16 Campbell’s Soup Company

Final Scene 1: Kitchen -New Year’s Eve (3 seconds)

A young adult woman opens her fridge and pantry, revealing it’s full of unhealthy foods.

Scene 2: Kitchen - New Year’s Eve (3 seconds)

She slams the fridge shut and writes a New Year’s resolution in big letter, “Eat Healthy”

Scene 3: Kitchen - New Year’s Day (3 seconds)

The next day she creates a grocery list, oicks up her keys and goes to the store to get ingredients for a healthy dish

Scene 4: Grocery Store (3 seconds)

We see her excitedly filling her cart with fresh ingredients

Campbell’s Soup Company 17

Scene 5: Grocery Store (3 seconds)

We see her at the register with all of her ingre-

• dients. The appears shocked by the extremely

high bill.

Scene 6: Grocery Store (3 seconds)

All of the items then shrink down into a single Campbell’s can and the register changes to say $1.99. She appears happy and leaves the store with her single can.

Scene 7: Home kitchen (4 seconds)

At home she places a dish made with Camp- bell’s soup on her kitchen table while looking happy and resolved. She then says to herself “affordable and healthy.”

Scene 8: End Screen (3 seconds)

End screen appears saying “Let Campbell’s sup- port you.” Soundtrack: The chorus to “Don’t Stop Me Now” by Queen plays in the background beginning in shot

• 2. The music pauses dramatically in shot 5 during the total dollar reveal. Music resumes playing in

shot 6 and continues until the end scene.

18 Campbell’s Soup Company

Message Diagram

Objective: We want consumers to know that Campbell’s is affordably healthy. Core Message: Let Campbell’s support you. Format: We chose to create our dynamic ad as a 25 second commercial that will be released for Hulu. We chose Hulu because the Millennial generation has been found to engage in less linear television viewing, with more preference for streaming platforms such as Netflix and Hulu. The average age of Hulu subscrib- ers is also 31, which fits well with the age range of our defined target audience. Meanwhile the average broadcast TV viewer is 55. We excluded netflix because Netflix does not air external ads and commercials, Hulu does however place external ads as commercial breaks within shows. The ads are also not able to be skipped unlike in Youtube. We also ruled out Facebook, because Facebook users can choose the content they wish to stop to watch and do not have to finish the

• content. Hulu creates a captive audience and ensure that viewers are more likely

to watch til the end to see our entire ad message. We also chose this medium because our ad takes on a story format rath- er and direct informational forma, which would best align with the viewing ex- perience associated with Hulu where viewers are actively watching a story. We know we will reach a large viewer audience with this medium because in 2019, Hulu reported having over 25 million subscribers (this does not account for view- ers who watch from a shared account) and 85% of U.S. millennials subscribe to

• ver-the-internet services.

Message Strategy: Tip 1: Man Against Self Plot We used man against man as the plot by having the main character make a reso- lution to change something about herself/ her lifestyle. Se conquers this challenge by discovering Campbell’s, which gives her the power to achieve her resolution and develop a new lifestyle. Tip 2: Demonstrate product in use We show the main character make a casserole dish with the Campbell’s soup she

• purchased. This visually displays an application of the product in use.

Tip 3: Slogan/ Enact Brand’s Position By saying “Let Campbell’s support you” we are using command headline to seem knowledgeable, confident, and trustworthy. The slogan is also very short and memorable and clearly expressed the brand’s mission. Tip 4: Synch brand with people’s behavior: We synched the brand to people’s behavior by playing off of the human tradition

• f creating new year’s resolutions (specifically health focused resolutions). We

Campbell’s Soup Company 19

showed our character trying to fulfill this resolution and facing the challenge of choosing between fulfilling the resolution and spending a lot of money on fresh

• produce. By having the produce become a can of Campbell’s and allowing our

character to fulfill her resolution with it, we connect the brand to her resolution behavior and offer Campbell’s as a supportive solution. Target Audience Connections: We connected to our Target audience by first featuring a young woman in within the age range of our target audience. By having her making a New Year’s resolution to eat healthier, we connect with our audiences in their knowledge that they don’t eat healthy as well as their desire to eat healthier (mentioned in our insights). The choice of playing “Don’t Stop Me Now” by Queen promotes a feeling of empowerment in the ad and thus connects to our audience by empowering them to feel unstoppable in eating healthier. It also establishes a little humor in the ad and attracts attention as Queen s a very popular performer among Millenials. The scene where the main character is taken aback by the cost of her fresh produce connects with our audience by playing off

• f their understanding that healthy, fresh produce is usually very costly. Again,

using the phrase “Let Campbell’s support you” as the end screen, connects with the audience by making them feel that Campbell’s is trustworthy and aims to help them eat healthier without worry of excessive costs.

20 Campbell’s Soup Company

Sketches

We decided to take off with the final listed idea: Cooking classes in popular Millenial cities

Drafts

Wild Card: Campbell’s Cooking Classes

Campbell’s Soup Company 21

Final Message Diagram

Objective: We want consumers to know that Campbell’s is affordably healthy. Core Message: Let Campbell’s support you. Format: We would offer Campbell’s cooking classes in many large cities where Campbell’s chefs would come teach our target audience how to make recipes that include Campbell’s soup. These classes would be pop ups in poplar cities for Mil- lennials, such Seattle, Minneapolis, San Francisco, etc. This would allow our target audience to get a better idea of how to make and see for themselves how useful the products can be in contributing to a healthy lifestyle while on a budget. They will learn how to make Campbell’s healthy meals that are affordable while on the go and on a budget. At the end of the classes participants would receive their own Campbell’s recipe book titled “ Campbell’s Book of Affordably Healthy Recipes.” The classes would be offered for free to the public but the applicants must regis- ter online through the Campbell’s website, and it would be first come first serve. The classes would last 2 hours and will be offered during morning, afternoon, and night time to appeal to work and school schedules for different participants.

22 Campbell’s Soup Company

Message Strategy: Tip 1: Go a step further - show the lifestyle the product helps create By offering a Campbell’s cooking class, we are able to help their consumers phys- ically make their products more so than them just eating their soups. With the class and the recipe book, they are able to make new meals with the Campbell’s soup included. They are going beyond just the basics, but giving an original Campbell’s experience where consumers can improve their cooking and get to know Campbell’s better as a brand. In the cooking classes, Campbell’s chefs will teach participants how to cook healthy meals at an affordable price for people on the go and on a budget. Thill help consumers really understand the quick, budget friendly, and healthy lifestyle they can expect with Campbell’s.and develop a new lifestyle. Tip 2: Demonstrate product in use A Campbell’s cooking class is a helpful way for consumers to see Campbell’s prod- ucts in use. Participants are shown first hand the ingredients that are put into the soups, and how to make an affordably healthy meal. At the end of the class the consumers will receive a Campbell’s recipe book with the companies favorite

• meals. Seeing the Campbell’s recommended dishes, physically gives participants

first hand/tangible experience with the product. Tip 3: Let the consumer know, one way or another, “This ad’s for you” Campbell’s cooking classes will be in many major Millennial populated cities around the United States. When our target consumers hear about a cooking class in their region that aims to help young adults learn to cook affordably healthy meals, they will feel Campbell’s core message of how Campbell’s supports you. They will feel like they are being supported and that this is for them. Target Audience Connections: With our advertisement, a cooking class is shown with a picture of women in the range of our target audience of 20-34. This ad encourages young adults to come learn how to make Campbell’s favorite reci- pes and receive a cookbook at the end. It is free of charge making it affordable to

• ur target market who earns less than $50,000 annually. The class teaches how

to make healthy meals at an affordable rate, so that anyone on a budget can still make healthy, tasty foods at a good price. This makes being a healthy eater more manageable for our target audience. This will be advertised on social media and people can register on their website. These sources for contact are perfect for at- tracting our audience because they are known to spend a lot of time on the Inter- net and specifically relying on social media for information on healthy living.

Campbell’s Soup Company 23

Meyersohn, Nathaniel. “Campbell Soup Has a Soup Problem.” CNNMoney, Cable News Network, 16 Feb. 2018, money.cnn.com/2018/02/16/news/companies/ campbell-soup/index.html. Gallinari, Mike. “Healthy Lifestyles .” Mintel, Nov. 2018, academic.mintel.com. proxy-remote.galib.uga.edu/display/860853/. Roberts, William. “Free-from Food Trends.” Mintel, May 2015, academic.mintel. com.proxy-remote.galib.uga.edu/display/716444/. “Campbells Demographics and Consumer Insights.” Numerator, snapshot.numer- ator.com/brand/campbells. Edwards, Jim. “Campbell’s Wins Round in Soup War v. Progresso: MSG Ads Nixed by NAD.” CBS News, CBS Interactive, 4 Aug. 2009, www.cbsnews.com/news/ campbells-wins-round-in-soup-war-v-progresso-msg-ads-nixed-by-nad/. Doering, Christopher. “Despite Its Name, Campbell Soup CEO Says It’s More than ‘a One-Trick Pony’.” Food Dive, Industry Dive, 26 Feb. 2018, www.fooddive. com/news/despite-its-name-campbell-soup-ceo-says-its-more-than-a-one- trick-pony/517588/ Lukavitz, Karlene. “Campbell Soup Brand To Shift Focus From Millennials To Gen X.” MediaPost.com, Media Post, 15 Oct. 2018, www.mediapost.com/publica- tions/article/326583/campbell-soup-brand-to-shift-focus-from-millennial. html. “New CEO Selected to Take Helm of Campbell Soup Company.” Powder Bulk Sol- ids, UBM Canon, 3 Jan. 2019, www.powderbulksolids.com/news/New-CEO- Selected-to-Take-Helm-of-Campbell-Soup-Company-01-03-2018. “Campbell Soup Co.” Factiva, global-factiva-com.proxy-remote.galib.uga.edu/du/ cosnapshot.aspx?from=cqs&fcode=CAMSUP. “About Us.” Campbell Soup Company, www.campbellsoupcompany.com/ about-campbell/. “Campbell Soup Company.” Hoovers, Dun and Bradstreet, Inc., May 2018, www. hoovers.com/company-information/cs/company-profile.campbell_soup_ company.4540740b62f38c61.html#related-companies. “Campbell Soup Company.” Wikipedia, Wikimedia Foundation, 18 Mar. 2019, en.wikipedia.org/wiki/Campbell_Soup_Company. “Real Food Philosophy.” Campbell Soup Company, www.campbellsoupcompany. com/about-campbell/our-purpose/real-food-philosophy/. “General Mills: Brands Overview.” General Mills, General Mills Inc., www.gen- eralmills.com/en/Brands/Overview. “A Platform for Performance.” The Kraft Heinz Company, Kraft Heinz Company, www.kraftheinzcompany.com/.

Works Cited

24 Campbell’s Soup Company

“About Us.” Mondelez International, Mondelez International, www.mondelezinter- national.com/about-us. Buss., Dale. “Change Agents: Campbell Soup.” Ad Age, Ad Age, 1 May 2006, adage. com/article/cmo-strategy/change-agents-campbell-soup/108897/. Ladd, Britian. “Campbell Soup At A Crossroads: What The Company Must Do Now.” 6 Aug. 2018, https://www.forbes.com/sites/brittainladd/2018/08/06/ campbell-soup-at-a-crossroads-what-the-company-must-donow/#- 6928da00551d. D&B Hoovers “Company Competitors.” UGA Libraries, https://app.avention.com/ company/d63902c7-ae2e-327d-b644-5cb8289b5f16#report/company_sum- mary. “Hulu by the Numbers: User Statistics, Demographics, and Fun Facts.” Much Needed, https://muchneeded.com/hulu-statistics/.

• Statista. “Distribution of Facebook users in the United States as of January 2018,

by age group and gender.” https://www.statista.com/statistics/187041/us-us- er-age-distribution-on-facebook/. “Food industry anguish over changing retail tastes.” Shanghai Daily, 13 Mar. 2019 https://www.pressreader.com/ Biers, John. “Do Kraft Heinz’s travails signal a reckoning in US food?” https:// au.news.yahoo.com/kraft-heinz-travails-signal-reckoning-us-food-014207122. Agence-FrancePresse. Kauflin, Jeff. “The 10 Best Cities For Millennials in 2017.” Forbes, 11 Jul. 2017, https://www.forbes.com/sites/jeffkauflin/2017/07/11/the-10-best-cities-for- millennials-in-2017/ Clarke, Todd. “22+ Instagram Statistics That Marketers Can’t Ignore This Year.” Hootsuite, 5 Mar. 2019, https://blog.hootsuite.com/instagram-statistics/

Campbell’s Soup Company 25