Created a portfolio strategy to address a growth opportunity in one of Campbell’s priority categories.

Business Challenge

Campbell’s was interested in driving growth by addressing a growing consumer trend. Previous attempts to grow in this opportunity area were only partially successful.

Solution

We explored consumer attitudes and behaviours related to the opportunity area and defined need states. We assessed the performance of Campbell’s and competitive brands in each need state. We developed a portfolio strategy by prioritizing need states for growth, setting priority brands for each need state, creating the brand positioning and innovation opportunities.

Results

We developed a portfolio strategy and marketing priorities that will deliver future growth.