The company’s new CEO Denise Morrison took on the daunting task of reinvigorating the 140-year-old brand with a mandate of rolling out more convenient, ethnic, and hip products.
Hellbent on revitalizing Cambpell’s “U.S. soup strategy” and popularity, CEO Denise Morrison stepped up to the challenge by looking beyond the traditional red and white soup can. Instead, she and her team took to the streets, visiting the hipster enclaves of Austin, Portland and San Francisco – delving into the local eateries, food truck scene, and even home-cooked meals in local homes. The resulting insights inspired a whole new range of products that reach far beyond the confines of condensed soup.
Packaged in pouches, the new line, dubbed ‘Cambpell’s Go!,’ feature punchy graphics with young, excited faces and offer flavorful, ethnic soup varieties and skillet sauces that promise an easy to make, gourmet-sounding dinner. Think Coconut Curry with chicken and shiitake mushrooms or Creamy Chipotle with roasted corn and black bean sauce.
We must admit, the new flavors are more appealing than the ‘Cream of Broccoli’ staple we’ve come to expect from Campbell’s. While this new line of soups might take inspiration from the diverse food scene of American cities, it will be interesting to see if this boil-in-a-bag soup will be marketed to its intended demographic– because how could it compare to the freshness of the real-piping-hot-variety from a food truck or Whole Foods?