The Campbell Soup Company has initiated a global review of its media buying and planning strategies, seeking to enhance efficiency and effectiveness despite being satisfied with current agencies. Founded in 1869, the company offers a range of food products and focuses on improving transparency and sustainability while expanding its digital and e-commerce presence. Recent strategic shifts include diversifying into plant-based products and targeting older children for its Goldfish snack brand.

1. N E W B U S I N E S S P I T C H B R I E F
NOVEMBER 2017

2. T H E D A T A
The Campbell Soup Company has launched a review of
its global media buying and planning business.
“We are pleased with the performance of our current
agencies, but believe we can be both more effective and
efficient with a more streamlined approach,” a company
spokesperson explained in a statement to Adweek
confirming the review.
MEC has served as Campbell’s global media agency
since the company consolidated its global media buying
and planning duties with MEC in 2006. Prior to that,
MEC’s New York office had served as Campbell’s U.S.
media agency of record, beginning in 1999.
Y O U N E E D
T O W I N
T H I S P I T C H
Campbell’s launches
Global Media Review
Media
Global
October 27, 2017

3. C O M P A N Y B A C K G R O U N D
C L I E N T P R O F I L E / M A R K E T
Campbell Soup Company is a manufacturer and marketer of
high-quality foods and simple meals, including soup and sauces,
snacks and healthy beverages.
Founded in 1869, the company has a portfolio of market-leading
brands, including "Campbell's," "Pepperidge Farm," "Arnott's," "V8,"
"Bolthouse Farms," "Plum Organics" and "Kjeldsens." Through its
corporate social responsibility program, the company strives to
make a positive impact in the workplace, in the marketplace and in
the communities in which it operates. Campbell is a member of the
Standard & Poor's 500 and the Down Jones Sustainability Indexes.
F I N A N C I A L O V E R V I E W
2016 Sales (mil)
2016 Employees
Employee Growth Percent
Assets (mil)
Net Income Growth Percent
Sales Growth Percent
7,960
16,500
-
-
-
-
D E C I S I O N M A R K E R S by M A I N C O M P E T I T O R S
matt_manwaring@campbellsoup.comDirector of Planning
And Strategy
Mr. Matt Manwaring
mark_materacky@campbellsoup.comMarketing Director,
Strategy and Innovation
Mr. Mark Materacky

4. S H I F T I N G T H E C E N T E R O F G R A V I T Y
F I S C A L Y E A R 2 0 1 1
F I S C A L Y E A R 2 0 1 6
34% SOUP
31% BAKED SNACKS
21% SIMPLE MEALS
14% BEVERAGE
42% SOUP
32% BAKED SNACKS
13% SIMPLE MEALS
13% BEVERAGE
The Americas Simple Meals and Beverages segment
includes the retail and food service businesses in the
U.S., Canada and Latin America.
The segment includes the following products:
Campbell’s condensed and ready-to-serve soups;
Swanson broth and stocks; Prego pasta sauces; Pace
Mexican sauces; Campbell’s gravies, pasta, beans and
dinner sauces;
Swanson canned poultry; Plum food and snacks; V8
juices and beverages; and Campbell’s tomato juice

5. S O U P M A R K E T
C O M P R I S E S
canned or packaged
wet soups
dry soups /
bouillon
Microwaveable
soups
W E T S O U P
$ 1.2 bn
W E T B R O T H S
$ 1.1 bn
Number of Americans who used
dry soup /dry bouillon in 2016
184.9 m
P U R C H A S E
F A C T O R
76%
PRICE
Wet Soup market is a “duopoly”
80%
sales are
CAMPBELL’S / PRIVATE LABEL

6. S A U C E M A R K E T
220.4 M
Americans used
Tomato sauce
in 2016
274.3 M
Americans will use
spaghetti / pasta
sauce in 2020
C O N S U M E R I N S I G H T S
Pasta Sauce consumers consider
price as a decisive purchase factor
and look for coupons online.
1.2 xMONEY SAVERS
Pasta Sauce consumers show
high affinity with the Honey
couponing plugin for browsers
L E A R N M O R E

7. S N A C K M A R K E T ( B I S C U I T S / C R A C K E R S )
Sunshine Cheez-It
Pepperidge Farm Goldfish 523.1
Nabisco Ritz 485.6
Nabisco Triscuit 341.5
Nabisco Wheat Thins 302.6
Keebler Club 224.8
Stacy’s 207
Keebler Townhouse 200.9
Private label 199.2
Snack Factory Pretzel Crisps 189.6
S A L E S O F L E A D I N G C R A C K E R B R A N D S O F
T H E U N I T E D S T A T E S I N 2 0 1 7 (in million U.S. dollars)
685.7
Value of U.S. product shipments of
crackers and biscuits in 2015
$ 4.68 bn
$ 890 m
Sales of crackers
with fillings
Top Cracker with
filling brand
Statista.com

8. C A M P B E L L ‘ S S O U P C O M P A N Y
N E T
S A L E S
B Y
R E G I O N
U N I T E D S T A T E S $ 6,437 M
A U S T R A L I A $ 590 M
O T H E R C O U N T R I E S $ 934 M
$ 7,961 M - 1 % 11.2 %
2016 Net
Sales
Net Sales
Growth
Marketing & Selling
expenses as a % of sales
B U S I N E S S S E G M E N T S
AMERICAS SIMPLE MEALS & BEVERAGES GLOBAL BISCUITS AND SNACKS CAMPBELL’S FRESH
Campbell’s Soups, Broth+Stocks, Tomato Sauce,
Prego Pasta sauces, Swanson Canned Poultry,
Plum food & Snacks, V8 Juices
Pepperidge Farm cookies, crackers, bakery and
frozen products. Arnott’s biscuits, Kelsen cookies
Bolthouse Farms fresh carrots,carrot ingredients,
refrigerated beverages, refrigerated salad dressings
Garden Fresh Gourmet salsa, hummus, dips and tortilla
chips, and the U.S. refrigerated soup business.
N E T S A L E S : $ 4 , 3 8 0 M N E T S A L E S : $ 2 , 5 6 4 M N E T S A L E S : $ 1 , 0 1 7 M

9. Elevate Trust Through Real
Food, Transparency and
Sustainability
C A M P B E L L ‘ S S T R A T E G I C I M P E R A T I V E S
1 2 3
Increase Engagement and Drive
Sales Through Digital and
E-Commerce
Continue To Diversify Our
Portfolio in Health and
Well-Being

10. E L E V A T E T R U S T T H R O U G H R E A L
F O O D T R A N S P A R E N C Y S U S T A I N A B I L I T Y
We continue to do this
by changing recipes or
removing ingredients
from our food, such
as artificial flavors
and colors.
Our
www.whatsinmyfood.com
website promotes
transparency by providing
consumers with a wide range
of details about how many of
our foods and beverages are
made and the choices behind
the ingredients we use in those
products.
This site includes all of our
major products in the U.S.
and Canada, with designs to
expand globally over the next
two fiscal years. In addition,
we support and remain
committed to mandatory
national genetically modified
organism labeling.

11. I N C R E A S E E N G A G E M E N T & D R I V E S A L E S
T H R O U G H D I G I T A L & E - C O M M E R C E
“Campbell has initiated many digital and
e-commerce programs, including meal kits, buy
now capabilities, recipe integration with leading
recipe sites and dash buttons to name a few,”
D E N I S E M O R R I S O N
C. E. O. of Campbell Soup
Campbell Soup has invested
$ 10 million in meal-kit startup
Chef’d
“We expect digital and mobile to
account for between 35 and 45
percent of our total advertising
spend moving forward.”
IN 2016
35% of ADV dollars
were spent on Digital
VS.
19% in 2015

12. C O N T I N U E T O D I V E R S I F Y O U R
P O R T F O L I O I N H E A L T H & W E L L - B E I N G
Campbell Soup-owned refrigerated CPG brand
Bolthouse Farms today announced the launch of its
pea-based Plant Protein Milk, marking the food
giant’s first entry into the ascending plant-based
protein beverage category.
“ We are focused on three growth areas: extending our
packaged fresh portfolio; expanding organic and clean
label offerings in center store; and increasing our
presence in naturally functional foods by leveraging our
vegetable and whole grain capabilities. “
Campbell Soup is joining
the Plant Based Food
Association, a trade
group representing the
plant-based foods sector,
according to a company
statement.

13. C A M P B E L L ‘ S S O U P E Y E S O L D E R C H I L D R E N
A S N E W D E M O G R A P H I C S F O R S N A C K I N G
In a July 19 presentation during the company’s corporate analyst
meeting, Luca Mignini, senior vice-president and president of
Global Biscuits and Snacks, discussed three areas in the
company’s U.S. business where those priorities will come into
play: children snacking, adult snacking and fresh bakery.
Mr. Mignini said Campbell Soup intends to
reach more consumers more often with
Goldfish by continuing to drive up the brand’s
health and well-being status. Additionally, a
major focus this year is to expand Goldfish to
a new demographic — older children — while
continuing to strengthen the brand’s
connection with millennials, he said.

14. P S Y C H O G R A P H I C S
F E M A L E S
7 3 . 2 %
5 5 - 6 9 Y E A R S O L D
3 6 . 6 %
L I V I N G I N
T H E M I D W E S T
2 8 . 6 %
T O P
B E A U T Y &
W E L L N E S S A W A R E
F O O D
L O V E R S
M O N E Y
S A V E R S
S E E T H E F U L L P R O F I L E
C A M P B E L L ‘ S A U D I E N C E

15. M I L L E N N I A L
They are not on any
particular diet, rather
do their best to eat a
healthy, balanced
lineup of meals. They
try to eat breakfast
every day, regularly eat
organic foods, and
rarely eat fast food.
B E A U T Y & W E L L N E S S A W A R E
1 . 6 x
H E A L T H C O N S C I O U S
1 . 5 x
M O N E Y S A V E R S
1 . 4 x
F O O D L O V E R S
1 . 3 x
C L E A N E A T E R S

16. M I L L E N N I A L
C L E A N E A T E R S
DEMOGRAPHICS
G E T F U L L I N S I G H T S
FEMALE
86%
U. S. S T A T E M A P
4 9 %
M A R R I E D
7 6 %
W I T H C H I L D R E N
7 9 %
O L D E R M I L L E N N I A L S
2 5 - 3 4
2 1 %
H I S P A N I C

17. G E T F U L L P R O F I L E
M I L L E N N I A L
C L E A N E A T E R S
FOOD HABITS
RECIPE BASED COOKING
1 . 6 x
LOCALLY GROWN FOODS
1 . 5 x
HOME COOKING
3 . 9 x
INTERESTED IN
BREAKFAST
FOODS
T A L K I N G A B O U T F O O D
8 5 % 1 . 4 x
PURCHASE OF
LUNCHABLE
COMBINATIONS
#GLUTENFREE17.2 x 17.3 x #AVOCADOLAND

18. G E T F U L L P R O F I L E
M I L L E N N I A L
C L E A N E A T E R S
ENTERTAINMENT
ANIMATED MOVIE
1 . 8 x
MOVIE LOVERS
1 . 4 x
HOME & LEISURE TV
CHANNELS
1 . 6 x
MUSIC
STREAMING
1 . 6 x
H G T V
1 . 6 x
P A N D O R A
1 . 4 x

19. G E T F U L L I N S I G H T S
M I L L E N N I A L
C L E A N E A T E R S
INTERNET
AFFINITY
GREEN
Media > Websites
1.51 x
HEALTH
Media > Websites
1.79 x
KIDS
Media > Websites
1.81 x
DAILY DEAL WEBSITES
Media > Websites
1.89 x
BEAUTY
Media > Websites
2.05 x
W E B S I T E
G E N R E S
TOP RECIPE WEBSITE
8 . 0 x
PARENTS MAG. WEBSITE
4 . 1 x
MAGAZINE WEBSITES
1 . 3 x

20. I N S I G H T S
S U I T E
C O N S U M E R
Discover Campbell’s Target Consumer
on Cubeyou Consumer Insights Suite
T R Y N O W F O R F R E E