What is a marketer to do when their whole product category is
shrinking? That’s the situation Campbell’s Soup found itself in as
many consumers decided that soup was no longer “mmm mmm
good.”
Campbell’s Soup was a pioneer of mass food
manufacturing, making “shelf-stable” (canned) goods a fixture in
American pantries. But many of today’s consumers prefer a different
approach to eating—seasonal, fresh, and organic. This is
particularly true for America’s 80 million millennials, an
important generation that Campbell’s and...