Campbell’s was founded in 1869 in South Jersey. From humble beginnings, the Campbell Soup Company grew to one of the world’s largest food companies as they developed innovative, commercially viable ways to do things never before possible (like condensing soup).
Campbell’s is one of the earliest content marketers. They’ve been creating recipes since 1916 to promote their products, make them more useful for customers, improve sales and build brand awareness. Campbell’s focuses on the customer and constantly innovates to meet new customer needs.
From the perspective of customers and marketers, Campbell’s does a few things very well:
Campbell’s provides real value to customers in their social media properties with useful recipes and tips. They relate to their audience who constantly thinks about new, tasty ways to eat.
Understanding the need to respond to modern food attitudes, Campbell’s has taken steps to promote healthier food options and launch new health-conscious products.
Campbell’s has recently acquired Organic food companies such as Bolthouse Farms and Plum Organics in order to extend healthier food options to consumers. V8 and other healthy divisions have grown in prominence. Sodium has been reduced in its foods. The customer’s wellbeing is coming first.
Campbell’s has a strong search presence, occupying much of the search real estate within Google shopping results. This, combined with their Organic results, provides lots of exposure.
Campbell’s dominates search results for a variety of generic soup keywords like “chicken soup can.”
Campbell’s is a solid example of a brand that has artfully transitioned into modern day digital marketing. With engaging social posts, targeted content strategy and effective search presence, Campbell’s is getting a lot of brand exposure and a lot of mileage out of every piece of content they create.