Campbell’s

BY: ABBY HERBER

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.

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.

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

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 channelFacebook and Twitter

Already effective Respond to

friends/followers better

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.

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.

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.

Budget Timeline

$1.2 million Help maintain all social

media profiles and a create Google AdWords campaign ($750,000)

Help launch a SMS program ($200,000)

Help gain awareness through traditional advertising for more app downloads ($250,000)

Thanksgiving and Christmas These times will be vital

because more family dinners are cooked near the holidays

August and September will launch the campaign This is because kids are

getting back to school and schedules are getting back to normal after a busy summer

Budget and Timeline

Thank You!!