Campbell Soup Company: Make It Campbell's Instead campaign

American soup company Campbell’s condensed products, accounting for 70% of its operations and 35% of sales, had consistently lost revenue.

Campbell Soup Company: Make It Campbell's Instead campaign

Rayna Bailey

OVERVIEW

Campbell Soup Company, long the dominant force in the American canned-soup market as well as a player in many other food and beverage categories, saw consistent sales losses in its all-important original Campbell's soup line throughout the 1990s and into the new millennium. These condensed soups still constituted the best-selling soup brand in the country and had one of the most recognizable labels in the world, the iconic red-and-white can, but condensed soup was being progressively upstaged by ready-to-eat brands (including Campbell's own Chunky soup) prized for their convenience....

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