Campbell Enhances Online Experience

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Campbell Enhances Online Experience

With the holidays nearly here, Campbell Soup Co. has redesigned its Web site to help consumers widen their cooking repertoires while still saving money.

Among the over 3,000 recipes now featured on the site, including a collection of “Budget Friendly” selections, many of which will feed a family of four for under $10, are the meals in the “Creative and Different” section, which offer new cooking twists and techniques. Also new are the “Chicken with a Crunch” collection, which capitalizes on the United States’ love affair with chicken dishes, and the “Holiday Favorites” section, which encompasses everything from appetizers to desserts, as well as classic side dish recipes. The site’s new look makes the various recipe collections, inexpensive meal ideas, cooking tips and articles, and search options more accessible and user-friendly than before.

“Our team embarked on a quest to better meet the needs of family-focused cooks, which ultimately resulted in completely revamping our Web site,” said Lisa Walker, VP, Campbell’s Condensed Soup, Broth and Campbell’s Kitchen. “We talked to thousands of people and spent time in their homes across the country to learn what has changed in recent years regarding the way they put meals on the table. These insights drove the creation of the new”

“We’re observing a fundamental change in how Americans approach the task of planning and preparing dinner for their families,” added Charles Vila, VP, Campbell’s Consumer Insights. “The economic recession has refocused consumers on making enjoyable meals at home for less money than it would cost to go out. Families all across America are now coming home to dinner and enjoying connecting around the dinner table. While the economic recession will pass over time, we believe these new behaviors will be long-lasting.”

Additional elements of the overhauled site, which was developed by Dallas-based design firm IMC2, are as follows:

--Intuitive features that enable a search by mood, and then generate a list of suggestions
--A seven-day meal-planning tool and a Campbell’s cookbook of value recipes that can be downloaded free
--Detailed recipe pages with clear ingredient lists, step-by-step directions and consumer reviews
--Over 500 new photographs of meals
--Coupons worth up to $15 that can be downloaded directly from the Web site and used throughout the holiday season to buy Campbell products

“Each of the recipes on the new site has been thoroughly tested to make sure the cooks who put their trust in Campbell — and the rest of the family — will be satisfied with the results,” noted Walker. “We want to be the go-to resource for cooks looking for simple meals that taste great and great-tasting meals that are simple to create.”

“Our research told us that if we wanted to continue to be a trusted source for recipe ideas with home cooks, we needed to present our recipes and all the other information in a completely new way,” observed Walker. “We’re confident the new will reach these cooks where they are going for their information — online — with great recipes and even more engaging content.”

Over the past year, the number of visitors to has more than doubled, to an average of 1 million visits per month, leading to over 5 million recipe prints during this period, according to Camden, N.J.-based Campbell.