Campbell's steps up to the cutting edge of innovation

This event report demonstrates how Campbell's, the food manufacturer most famous for its soup, is driving innovation in marketing.

Campbell's steps up to the cutting edge of innovation

Geoffrey Precourt Warc

"We are in business to provide a product to our audience," Umang Shah, Director/Digital Marketing & Marketing Innovation at the Campbell Soup Co., insists."To focus on anything else: that doesn't make sense."

By embracing a number of emerging channels, "We now have the ability to create really compelling personalized experiences. If you go there, we might know that you've come from a different recipe page, and we'll try to give you relevant content. If you're [looking at] a certain type of recipe, we'll show you other recipes that you might like. "We came up with this idea that we wanted to connect with our audiences in a different way: you coming home with groceries in your hands, trying to figure out what's for dinner. And you're able [to use Echo] to ask Campbell's Kitchen, 'What's for dinner?'"

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