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Campbell Soup Company | Company Profile, Marketing Contacts, Media Spend, Brands




Headquartered in Camden, NJ, Campbell's is one of the world's largest soup companies. North American business is organized under four units. The U.S. Soup, Sauces & Beverages division includes a range of soups, sauces, gravies, broths, and beverages. The Away From Home & Canada, Mexico, & Latin America unit markets for the foodservice industries in North America. The Pepperidge Farm division manufactures specialty breads, cookies, and crackers.

Main Telephone (856) 342-4800
Main Fax (856) 342-3878
Primary Address
One Campbell Place
Camden, NJ 08103-1799
USA

Campbell Soup Company Contacts

Contacts (5/69)
Name Title State
Denise M. President & Chief Executive Officer NJ
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (856) 342-4800
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: One Campbell Place
Camden, NJ
08103-1799
USA

Ed C. Senior Vice President & President, Integrated Global Services NJ
Mark A. President, Americas Simple Meals & Beverages NJ
Beth J. Chief of Staff NJ
Bob M. Senior Vice President & Chief Human Resources & Communications Officer NJ

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Campbell’s Condensed Soup ********
Prego ********
Swanson ********
Campbell Soup Company ********
Campbell's Healthy Request Soups ********

Agency Relationships


Brand Agency Service From To
******** ************* ***** *** media buying & planning 2006 present
******** ************* ***** *&* creative 2010 present
******** ************* ***** **** ********* creative 2010 present
******** **** ******* **** ********* creative 1954 present
******** **** ******* ***** & ********* creative 2013 present

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DailyVista

Campaign Imminent: Campbell Soup hands SpaghettiOs, Prego, Pace creative to Anomaly


Subject: TV, digital, online, social media, video, Hispanic

Company: Winmo), maker of its namesake soups. Campbell's has a number of divisions/brands, such as: America's Simple Meals & Beverages; Global Biscuits and Snacks (Pepperidge Farm, Arnott's, Goldfish, Kelsen, etc.); Campbell Fresh (Bolthouse Farms, Garden Fresh Gourmet). 

Update (3/11): A month after naming a new CMO (more below), Campbell Soup has named Anomaly as creative AOR for its Simple Meals division, which includes SpaghettiOs, Pace, Prego and Ready Meals. In this role, Anomaly will lead creative, cross-channel engagement, strategy and execution, including digital, social and experiential. Megan Haney, senior manager of communications for Campbell, told AdAge that the company is “looking for new ways to inspire a new generation of consumers to engage with our brand.” The decision to consolidate with one shop was made in order to “drive better efficiencies, better thinking and more collaboration,” Haney continued. 

MEC will continue as media AOR. Read more about Campbell’s marketing spend and plans below. 

Update (3/1): In the company's Q2 earnings call, CEO Denise Morrison stated that newly-appointed CMO Greg Shewchuk (more below) will lead “accelerated marketing innovation” and will help “sharpen our focus on fewer, bigger initiatives.” She said that, specifically, Campbell would be making higher investments in new product launches and marketing spend, especially in H2 (keep in mind that Campbell's FY runs from Aug. to July, so its H2 is now).

In the US, priority will go to the company's soup and beverage businesses, as well as Simple Meal product launches and the recently acquired Plum Organics lines. Campbell is looking to connect with millennail parents, so sellers with the capability to get ads in front of this segment should reach out for end-of-year dollars from Campbell.

Read more about Campbell's marketing plans below and keep in mind that the company is currently in the middle of a creative review, so additional campaigns should launch this fall.

Below was originally published on 2/11:

Opportunity: Named Greg Shewchuk as its new SVP and chief marketing/commercial officer of the Americas Simple Meals and Beverages division. This division includes US retail and foodservice businesses, Plum Organics and the company's simple meals and shelf-stable beverages businesses and Shewchuk will take the top spot effective March 7. He fills the gap left by Darren Serrao in August (more here) and  will be responsible for all marketing and consumer engagement activities. Shewchuk told AdAge that Campbell “really understands” issues facing the food industry today, which is “very rare in CPG today.”

When Shewchuk joins Campbell in March, he will get involved in the company's current creative review. Campbell is looking to consolidate creative under one shop, rather than working with multiple agencies as it currently does (more here). Sellers with proven, high ROI millennial mom engagement rates should be all over this. 

Campbell's score denotes the likelihood of the company being receptive to media roster shifts in the coming year. 

Additional Information

Experience: Shewchik joins Campbell from Mead Johnson Nutrition, where he served as CMO for three years. Prior to that, he was VP of innovation for Kraft Foods' Us snacks and confections division and has also served as VP of Cadbury's global gum category. 

Incumbent Creative Agencies: According to The List, Allen & Gerritsen are among agencies on Campbell's creative roster. It would come as no surprise if Campbell's simply consolidated creative under a current shop.

Media Spend: According to Kantar Media, Campbell spent $237.8 million on measured media in 2014. See chart for Winmo's breakdown of top spend by brand. Most of Campbell's media budget has traditionally gone to broadcast ads, but as mentioned in the “Opportunity” above, this is shifting over the next year or so. 

National TV SpendData is supplied by iSpot. Keep in mind that for 2016, much of this money will likely continue to shift into digital/online/programmatic channels.

Chunky Soup: Spent $45.1 million on national TV ads last year – down from $69.1 million in 2014 . See charts for channel/show targeting in 2015. Unlike most of  Campbell's brands, which are targeted to Millennial Moms who tend to make mealtime decisions for their families, Campbell's Chunky Soup is marketed towards men (NFL Football buys).

Prego: Spent $8.1 million on national TV in 2015 – down slightly from $8.8 million in 2014. 2015 channel/show targeting includes CBS, ABS and Food Network during shows such as “The Insider,” “Dateline” and “Chopped.”

Pace: Campbell pulled all national TV for Pace in 2015; 2014 spend was $5.6 million. 

SpaghettiOs: Campbell has not run national TV ads for SpaghettiOs since 2013, according to iSpot.

Digital Breakdown: Data is supplied by Moat

Campbell Condensed/Chunky Soup: For all soups, the company ran 255 display ads on over 3,700 publishers in 2015 (around 2% mobile). Top ad destinations included: bengals.com and baltimoreravens.com for Chunky (57% placed site direct); nickjr.com and univision.com for tomato soup (20% site direct); and womansday.com, nickjr.com, mywebgrocer.com and telemundo.com for Campbell's Soups (19% site direct). Additionally, over 300 high impact ads and around 30 video ads were run. 

Prego: Ran 28 display ads on 44 publishers (<1% mobile). Top ad destinations included: epicurious.com, bonappetit.com, mywebgrocer.com and eatingwell.com (92% site direct). Prego also ran 12 high impact and six video ads in 2015.

V8: Ran 34 display ads on 736 publishers (12% mobile). Top ad destinations included: webmd.com, medicinenet.com and emedicinehealth.com (21% site direct). V8 also ran eight high impact and three video ads last year. 

Pace: Per Moat, no display ads were run last year (or in 2014). Since all national TV and digital was pulled in 2015, sellers should definitely look for a campaign to launch once a creative shop is settled upon in (hopefully) the coming weeks.

SpaghettiOs: Moat does not have display data for SpaghettiOs either, so a campaign could also be in the works for this brand soon. 

Winmo)
One Campbell Place
Camden, NJ 08103
(856) 342-4800   

Greg Shewchuk 
Senior Vice President & Chief Marketing/Commercial Officer
(856) 342-4800
greg_shewchuk@campbellsoup.com*
 
Michael Senackerib
Chief Strategy Officer
(856) 342-4800
michael_senackerib@campbellsoup.com  

Yin Woon Rani
Vice President, Integrated Marketing
(856) 342-4800   
yinwoon_rani@campbellsoup.com

Jake Robbins 
Account Manager – Xaxis
jake.robbins@xaxis.com

Tricia Shanagan 
Strategy & Investment – Xaxis
Tricia.Shanagan@xaxis.com