Campbell's was founded in 1869 and has grown from simple soups to include many brands across over 120 countries. Campbell's Kitchen provides recipes and meal ideas but needs more promotion. The target market is families with kids and busy individuals. The proposal recommends using social media like Pinterest, YouTube, Facebook, and Twitter along with a Google AdWords campaign, SMS program, and mobile app to combine all Campbell's brands and drive traffic to recipes. Success will be measured through social media engagement, app downloads, and sales. The budget is $1.2 million from November to September to launch around holidays and back to school.

1. Campbell’s
BY: ABBYHERBER

2. History/Understanding
 Campbell’s was founded
in 1869 and continues to
thrive in business today
selling products in over
120 countries.
 They grew from simple
soups to specialized
soups while picking up
brands like Pepperidge
Farm, V8, Prego and
many more.

3. Campbell’s Kitchen Proposal
 Campbell’s Kitchen is an extension site from
Campbell’s that gives recipes, quick snack ideas,
healthy meal ideas and much more.
 Campbell’s need to push this site more than they
already are to create more awareness domestically
and internationally.
 This branch of the business can create success in
combining all brands Campbell’s currently holds
through social media outlets and mobile marketing.

4. Target Market
 Target Market:
 Males and Females 30-55
 Families with kids
 Stay at home Moms
 Constantly in need of
quick meal ideas
 Target in grocery stores

5. Social Media
 Pinterest
 Perfect for Campbell’s
Kitchen
 Can upload pictures
 Recipes are a huge success
with Pinterest
 How-to’s
 Google AdWords campaign
 YouTube channel
 Facebook and Twitter
 Already effective
 Respond to friends/followers
better

6. Mobile Marketing
 Create an SMS texting
program
 Ex.) Take a picture of your
Campbell’s meal and get put
in a drawing
 Currently have an amazing
FREE app for Campbell’s
Kitchen
 Need to include a section
that will tell consumers
recipes with ingredients they
already have.
 Advertise app in grocery
stores to gain awareness.

7. Combining all of the social media…
 By targeting such a large group of people, Campbell’s has the opportunity
to advertise in such a variety of ways that will be successful.
 With Campbellskitchen.com, Pinterest, Facebook, YouTube, Twitter and
Google AdWords, everything can be connected. There can be click through
links on each site to encourage more explorations of each site.
 A YouTube channel can be used to show people how to make certain
recipes and quick how-to crafty ideas with food.
 A texting program can be easily implemented and will also help create
awareness of the app.
 Campbell’s can text people weekly about specials and remind the to download the app.
 They can also have people text them for feedback/to enter into drawings.
 Gaining awareness of the app can easily be done on each of the site listed
above but also through traditional advertising.
 Grocery stores will help most with advertising the app because that’s when people are most
thinking about food/shopping.

8. Measuring Success
 Success is so easily measured now with social media
because it has become so convenient to calculate
followers.
 Campbell’s can effectively measure their success with
the Google AdWords campaign using Google
Analytics.
 The app downloads are also easily measured and the
SMS program can be measured by if people are
responding and product sales are increasing.

9. Budget and Timeline
Budget Timeline
 $1.2 million  Thanksgiving and
 Help maintain all social Christmas
media profiles and a  These times will be vital
create Google AdWords because more family dinners
campaign ($750,000) are cooked near the holidays
 Help launch a SMS  August and September
program ($200,000) will launch the campaign
 Help gain awareness  This is because kids are
through traditional getting back to school and
advertising for more app schedules are getting back to
downloads ($250,000) normal after a busy summer

10. Thank You!!