Campbell heats up its digital efforts

As somebody who used to work in the CPG industry, I found this article on Campbell's digital efforts particularly interesting. Campbell's Soup hired its first digital and social media director four months ago to put Campbell's on a digitally fast track. Their philosophy is to invest in people, rather than just increasing the spend on marketing. Campbell's Soup intends to focus on churning out on-demand content and custom experiences. The CPG company also provides hands-on training to employees interested in learning from its approach to digital marketing. Interestingly, Campbell's has modeled Apple's Geniuses with its own Digital Fitness Specialists to help employees build their own personal digital fitness plans. It will be interested to see how successful this 143-year old company is in the digital space!

Here's the full article: http://www.dmnews.com/campbell-heats-up-its-digital-efforts/article/260750/