Customer research gives winning formula

Posted by Josette Dunn on 24th March 2010

Campbell’s® Select Harvest® soups were ranked the top new food and beverage product of 2009, according to a report released by Information Resources Inc. (IRI). IRI’s annual New Product PacesettersTM report showcases the most innovative and successful new products of the year in the consumer packaged goods industry. According to the IRI report, Campbell’s Select Harvest soups generated $202 million in sales in its first year on the market.This marks the second time in three years that Campbell Soup Company (NYSE: CPB) has topped the IRI list. In 2007 Campbell’s reduced sodium soups held the number one food and beverage spot.Campbell’s Select Harvest soups are the first from the company to feature a label with a clean and simple design, highlighting a short, familiar list of ingredients. They were created after extensive market research that asked women what they looked for when choosing ready-to-serve soups.In focus groups, women said they wanted a nutritious soup with the ingredients they would use if they were making soup at home, such as 100 percent white meat chicken, farm-grown vegetables and natural sea salt. They also expressed what kind of ingredients they did not want in their soup-like ingredients they could not pronounce, high fructose corn syrup and MSG.”Select Harvest is a truly differentiated product. Until we launched it, only niche products could deliver anything close to the kind of soup that women would make themselves,” said Geoff Jackson, Director, Campbell’s Shopper and Event Marketing, who was the Senior Brand Manager for the launch of Select Harvest soups. “From our research we realized that women mistakenly thought this kind of soup was already available to them in the general marketplace. We had to show them what Select Harvest soups offered and draw more attention to the back of the label-then we let the labels speak for themselves.”The launch of more than 40 Campbell’s Select Harvest soups, including new Light varieties, was supported by a significant marketing campaign that included TV, extensive print advertising including full-page ads in newspapers nationwide and in targeted magazines, in-store communication, location-based sampling in health clubs and online.”Our launch activities generated national attention and stimulated trial for the new brand, exceeding our expectations,” said Michael Barkley, Vice President, Campbell’s Ready-to-Serve Soups. “Now that Select Harvest has broken through in the marketplace, our follow-up marketing campaign focuses on the simplicity and quality of our ingredients to help further build the Select Harvest brand.”