Useful Facts The company was started in 1869 by Joseph A. Campbell and Abraham Anderson At first they produced canned tomatoes, vegetables, jell ies, soups, condiments, and minc ed meats. Campbells products are sold in 120 countries around the world. It is headquartered in Camden, New Jersey. There are three divisions; the simple meals division (which consists largely of soups both condensed and ready-to- serve), the baked snacks division, (which consists of Pepperidge Farm), and the health beverage division (which includes V8 juices).
Campbell’s and Social Media Facebook Page http://www.facebook.com/campbell skitchen Twitter Page https://twitter.com/CampbellSoupCo Campbells runs a program for schools, Lab els for Education.
Charity Work A small sampling of the Campbell Soup Foundations Camden partners includes: The St. Josephs Carpenter Society (works to move families from renters to homeowners) Urban Promise (gives city children and teens a safe place to learn and grow) The Cathedral Kitchen (provides meals and culinary training to impoverished families) The Food Bank of South Jersey (provides hands-on nutrition education through cooking)
New Social Media Plan You can submit your own recipe to Campbell’s but there isn’t really any incentive for people A blog is needed A Soup Lover’s Diary A blog would help people interact with one another and get feed back Blogs are more personal Makes people feel as if they are part of a bigger group
I Love Soup! Interactive fun blog! Goal: Make consumers feel as if they are important to the company and for the company to give back to them. Each entry will be about how Campbell’s influence some aspect of life Recipes that are traditions for families How their charity work has affected them Funny stories that include their product All blog users will be encouraged to help participate in activities to raise money for their charities Races, volunteering, bottle drives, etc. Monthly contests Proceeds will go to their charities and educational programs
The Ways of Internet Marketing During a large contest there will be Youtube ads played before the user can view the desired video The way this will be marketed will mostly be through facebook and twitter. Facebook: posts about contests/ sharing opportunities on the blog Twitter: tweet about blog and all the contests
Mobile Time! There will be a mobile page created Mobile users will have special advantages: Users will be encouraged to take pictures of recipes or them enjoying Campbell’s products These will go on a separate page within the blog The winning pictures will be featured in Campbell’s ads or on their main website
Its All About The Money Budgeting will be biased based on months Months with the most family interactions will be budgeted more ○ November- January ○ April- May There will be more opportunities for winning contests and charity work People are the most giving towards the holidays and when they are reminded of family values/ stories
Reachable People Campbell’s target audience include a lot Goal: Young adults Young adults use social media more than everyone Make the ads apply to them 18- Mid 30s ○ College students are looking for money and cheap ideas for meals ○ Early 20s and 30s look for ways they can improve cooking and how to save money