Category Co-captain: Canned and Packaged Foods—Soups: Campbell Soup Co.

Over the past 12 months, Campbell relaunched the iconic Campbell’s condensed soup brand with a new label design, product upgrades and an improved store presentation to leverage the full power of the product line with consumers. The aims of the “Fire Up Condensed Soup” relaunch were to update the packaging and enhance quality perceptions while maintaining core visual equities, optimize iQ Maximizer cards and shelving organization to bring new consumer segmentation to life, make shelf navigation easier, and encourage browsing.

This was the largest quality and product upgrade of Campbell’s condensed soup in more than a decade. Overall, more than 50 percent of the varieties and 60 percent of the volume received a quality or wellness upgrade. Regarding display, iQ Maximizer racks were upgraded in 42 percent of the installed base to new-generation racks that improved the look and functionality of the soup section, with variety perceptions amplified via benefit-based segmentation and the use of color to highlight clusters at the point of purchase. Segmentation callouts now appear at the top of the iQ Maximizer cards for greater visibility, with four segments organized into “Shoppable Chunks” to provide more visibility and scale: Classic Favorites, Taste Sensations, Healthy and Delicious, and Healthy Kids.

As a result, fiscal year 2011 volume sales improved in three out of four segments, according to IRI InfoScan data: Taste Sensations rose 6 percent; Healthy Kids, 1 percent; and Healthy and Delicious, 13 percent. Additionally, 87 percent of shoppers provided positive feedback on the changes.