At its investor day, Campbell’s announced it plans to
generate $300 million in e-commerce sales over the next five years by
partnering with leading e-commerce companies (i.e., Chef’d) and improving its
distribution system. The company also
mentioned that they are focused on improving consumer trust and transparency
with the use of a new digital platform and unveiled an agreement with The Sage
Project to partner on digital food labels which will make information about calorie
content, ingredients, and nutrition profiles of Campbell’s products more easily
available to customers.
Campbell’s has been trying to reinvent itself the past
couple of years by committing to a “real food” philosophy and heavily promoting
its healthier and more premium labels such as Bolthouse Farms and Pacific
Foods. These brands are not as
well-known as the recognizable red and white Campbell’s can and the company
will need to depend on its digital marketing strategy to 1) increase label awareness;
2) emphasize its commitment to providing healthy foods; and 3) improve consumer
trust. Also, when partnering with other
e-commerce companies, Campbell’s need to make sure that display advertising and
social media strategies are controlled and aligned with their goals.
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