Campbell’s CMO on Modernizing the Nostalgic Brand

CPG veteran Linda Lee discusses the insight-fueled redesign of Campbell's condensed soup

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With a degree in chemical engineering, Linda describes her path to CMO as a series of doors that opened to new opportunities. Her resume boasts research and brand roles at CPG giants like P&G, General Mills—not to mention two CMO roles prior to becoming CMO of Campbell Soup Company. Now, Lee is talking all about how the marketing team at Campbell’s has modernized the brand to make its products under the meals and beverages portfolio more relevant to younger consumers.

“The mission was to grow this business starting with soup, and that very quickly was accelerated,” Lee explained. “The good news is we had a strategy in place of how to grow and how to modernize our brands to bring in the younger consumers. The pandemic obviously accelerated that growth plan to then say, ‘How do I not only bring in those new consumers but how do I keep them coming back?'”

In this episode, Lee shares insights into how she’s navigating pandemic-accelerated changes, the one thing she looks for when building a team, and the importance of creating space for others.