Road to Brandweek: How Campbell Snacks Plans to Evolve With Its Customers

More time at home during the pandemic has led to more munching. Last year, Americans snacked between meals 530 times per capita, up from 505 in 2015, according to figures from market research firm NPD Group. This shift in behavior has meant more business for Campbell Soup Company's snacks division, which includes brands such as Goldfish crackers, Cape Cod potato chips and Snyder’s of Hanover pretzels. During the 12 months ending Aug. 2, 2020, the unit reported more than $4 billion in net sales, a 5% increase compared to the prior period. Janda Lukin, CMO of Campbell Snacks, will take the virtual stage at Adweek’s upcoming Brandweek summit, Sept. 20-24, to discuss the art and science of creative marketing and product innovation. Prior to the event, we spoke with Lukin about ecommerce, brand trust and the challenge of connecting with consumers in 2021. This interview has been condensed and edited. You Could Own a Custom Pair of JNCO Jeans to Ring In Goldfish’s Jalapeño Poppers Crackers Adweek: How is Campbell Snacks attempting to turn new customers into repeat customers?Janda Lukin: In the last 12 months or so, Campbell Snacks has done some incredible work to meet customers where they are. From tapping into pop-culture hype by releasing Goldfish NFTs to creating at-home Pretzel Kegs for Oktoberfest celebrations, our teams are always trying to find ways to stay connected to our audience, so they keep coming back to us in the grocery aisles. For example, we recently found that spicy was the No. 1 requested Goldfish flavor. So what did we do? We partnered with Frank’s RedHot to create a limited-edition version of hot-sauce Goldfish crackers. We love the open lines of communication between our customers and our team via social media and consumer contact forms so we can create products they really want. And while I won’t divulge our new flavors just yet, I can say there are a lot more surprising Goldfish flavors in the pipeline. We’re also diving into new categories for corporate partnerships with our recent announcement as the official sweet and salty snacks and bakery product partner of the Pac-12 and Pac-12 Football Championship Game. We are excited and ready to be football fans’ snack of choice and look forward to seeing where this partnership takes Campbell Snacks. In terms of marketing, what are some of Campbell Snacks' biggest challenges right now and how are you planning to overcome them?As we look to grow our brands by increasing household penetration, we see that a number of our brands have opportunities beyond their core consumers. A good example is the Goldfish brand. Goldfish has historical strength with parents and young children, but we also have identified an opportunity with older snackers. The brand’s "Go for the Handful" campaign and innovation, including the recent Goldfish Frank's RedHot flavor, are examples of how we have broadened the appeal of the brand. We’re also navigating and leaning into the power of an integrated team across Campbell Snacks. From our internal team to the instrumental helping hands of our agencies, we are making it a priority that we work together as one team to make our marketing campaigns come to life. We want all the agencies—PR, shopper, creative, paid media, etc.—to work collaboratively with our team to land on the best ideas that are authentic to our brands and ensure our customers are receiving the same messages from Campbell Snacks no matter where they turn. How is Campbell’s ecommerce business going?From a retailer perspective, we continue to foster strong relationships. We have an exciting national fall football campaign that we are working with Kroger and Albertsons on both in-store and online. Over the past 12 months, we worked closely with our retailers across the nation to strategically get product online and on shelves to align with our campaigns. We are constantly considering new ways to reach our customers through ecommerce, whether that is through our products or taking it one step further to tell a larger brand story with products that consumers can use in their everyday lives. What’s your approach to shifts in how people snack?We listen, watch and absorb—especially in the uncertain time we lived through the past year and a half. It was important to listen to our customers’ needs and wants, turn to the experts, and then, from there, create meaningful connections with our customers. We find inspiration in data from market research company IRI, trend reports, the industry landscape and consumer feedback. Most importantly, when we see shifts in how people snack, we want our customers to know we are evolving with them and will always produce really good food to fit all sorts of lifestyles. With so many different mediums, channels and platforms to choose from, what’s your strategy for connecting with consumers in 2021?We’re always considering different channels and platforms, like Twitch, Hulu and TikTok, and choosing the ones that will help us achieve our goal and reach the target audience, given the brand and campaign. For example, when we were broadening our target audience for Goldfish to make the brand more inclusive for everyone in the family, we turned to TikTok, a popular, engaging and visual platform. We launched a 360-marketing campaign entitled "Go for the Handful" starting with a TikTok challenge asking consumers to duet with NBA star Boban Marjanović to see if their handful of Goldfish can keep up with some of the biggest hands in basketball. One lucky TikToker was named the official "spokeshand" of Goldfish, appearing in social media content from the brand. What does the future of snacking look like?For us, Campbell Snacks will continue to provide really good food and be a reliable brand that consumers can count on. In a recent survey, 55% of consumers reported turning to brands they trusted during the pandemic. In an unstable world where general confidence has been damaged and the future looks uncertain, trust is more valuable. For many brands, trust is improved by humanizing the brand and creating authentic connections with consumers. As we look toward the future, we will utilize tools and strategies we’ve learned through the pandemic. We acknowledge the future will be uncertain, but the world, including snacking, has been forever changed. What excites you most about the upcoming 12 months or so?I'm optimistic about the next 12 months as we plan for more breakthrough partnerships, elevate perceptions of our brands and continue to keep Campbell Snacks products top of mind for consumers through unique marketing experiences. We know there is a lot of room for growth and opportunity in the next 12 months as the world opens back up, and Campbells wants to be a part of those lifestyle adjustments. Imagine a World Without PowerPoint Decks That Instead Fosters Ideating and Insights