Eyeing the way today’s consumers buy, prepare, and consume food products, Campbell’s Soup has been busy cooking up new marketing for new lifestyles and demographics. The 150-year-old company still offers its traditional condensed soups in cans with the familiar red-and-white label, as well as Chunky heat-and-eat canned soups. It also markets other foods under well-known brands such as Pepperidge Farms, Prego, Swanson, and V8. However, with revenues plateauing, Campbell’s has had to develop a new recipe for long-term growth, which includes refreshing its pantry and responding to the buying patterns of Millennials and young families. 

Another trend Campbell’s Soup’s marketers spotted is the rise of anytime, all-the-time snacking by on-the-go consumers. In response, the company has been introducing new snack products under its existing Pepperidge Farm brand. It also bought Snyder’s-Lance, the parent company of Cape Cod chips, Pop Secret popcorn, Snyder’s pretzels, and other popular snacks. With these acquired products, Campbell’s revenues now exceed $10 billion. Just as important, the acquisition tilts the company’s product portfolio toward foods that fit contemporary tastes and lifestyles.

Questions for Discussion

1. How high a level of involvement is the typical consumer likely to have with Campbell’s Soup’s adult food products, compared with its baby food products? What are the implications for the company’s marketing efforts?

2. Which social influences on the buying decision process are reflected in Campbell’s Soup’s marketing activities, and why

3. Which psychological influences on the buying decision process are being addressed by Campbell’s Soup’s marketing efforts