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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

Paul A. Chief Information Officer & Vice President, Global Information Technology Services NJ
Ed C. President - Campbell Fresh NJ
Mark A. President, Americas Simple Meals & Beverages NJ
Beth J. Chief, Staff, Internal Communications NJ

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Campbellā€™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 2013 present
******** **** ******* ***** digital, media buying 2015 present

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WinmoEdge

Millennial Engagement Opps: Struggling V8 boosts ad spend for new launch


Subject: TV, digital, print, outdoor, social media

Brand: Campbell Soup Co.

Opportunity: After announcing plans to run ad campaigns for its newest juice product, Veggie Blends (more here), the juice brand has released three new TV ads. Titled “Taste Test,” “Veggie Power to the People” and “Good Morning Indeed” the ads all focus on satisfying taste to consumers during the peak of the fresh pressed juice trend. 

V8 has struggled the last few years due to consumers’ shunning preservative filled shelf-stable juices and its ad spend has plummeted as a result. But V8 sees Veggie Blends as its way to regain consumers even though it’s still a shelf-stable beverage. Interesting…  At least for sellers V8′s ad spending is way up this year to support the brand. In fact, V8 has already spent more on TV ads since the beginning of this year than it did for all of last year, iSpot.tv reports. So expect TV spending to be way up as the year continues. 

Therefore, sellers that can help V8 reach health focused millennials should reach out now. TV sellers should continue to have an advantage here, as the brand is historically a tiny digital ad spender and has run 99% of its ads through broadcast in the past. But, keep in mind that parent Campbell’s continues to reallocate TV dollars to programmatic digital and V8 needs to engage younger audiences much better (research here). Qq-Q3 are traditionally V8′s top buying periods.

Additional Insight

v8-juice-est-tv-spend-01-01-2016--04-12-2016

Media Spend: According to Kantar Media, in 2015, V8 decreased measured media spend significantly. The largest portion of spend went to broadcast, primarily network and cable TV. The rest (les than 1% of budget) supported print, digital and outdoor.

v8-juice-est-tv-spend-01-01-2016--04-12-2016 (1)

TV Breakdown: Since January, V8 has spent $14.2 million on national TV ads, $4 million more than its total spend in 2015. The “Taste Test” ad alone has had $10.7 million in support, followed by $2.4 million for “Veggie Power to the People” and $975,083 for “Good Morning Indeed,” iSpot reports.

Digital Breakdown: According to Moat, since January, V8 has run 10 standard and three video ads on five publishers (<1% mobile), 33% of which were placed site direct versus programmatic.

Ads ran mostly on food and grocery focused sites including walmart.com, samsclub.com, foodservicedirector.com, themanuel.com and coles.com.au.

In comparison, during the same period last year, 11 standard and two high impact ads ran on 75 publishers (48% mobile). 

Winmo)
One Campbell Place
Camden, NJ 08103-1799
(856) 342-4800
 
Michael Senackerib
Chief Marketing Officer & Senior Vice President – Campbell’s 
(856) 342-4800
michael_senackerib@campbellsoup.com