Insights & Strategy

BUILDING AN INFLUENTIAL COMMUNITY OF FEMALE FOOD INFLUENCERS & ENTREPRENEURS

SHARING FOOD, INSIGHTS AND CONVERSATION

THE CHALLENGE:

With a longstanding legacy of over 150 years and one of the most recognizable logos in the world, Campbell Soup Company is nothing short of iconic. Yet many younger audiences associate the brand with a warm bowl of soup around grandma's dinner table. Faced with shifting consumer preferences and an increasingly competitive landscape, Campbell was looking for a way to tap into young, female thought leaders for consumer insights, a new generational perspective, and influence.

OUR APPROACH:

Inspired by Campbell Soup’s CEO at the time, Denise Morrison, we built Camp Campbell: a community of more than 200 females under 40 across 12 city chapters in the U.S and Canada, who all share Campbell’s passion for food and values-based leadership. Through a series of intimate in-person and virtual events, Camp Campbell members get unprecedented access to the Campbell family of brands and have the opportunity to connect with C-suite executives to discuss topics such as mentorship, purpose-driven leadership, and millennial consumption patterns. In exchange, the community provides invaluable feedback to Campbell leadership on everything from new products to the way they purchase, prepare, and consume food.

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What We Did

  • Community Design

    Developed and executed the strategic planning and programming required to launch and manage the Camp Campbell community of 200+ female foodies across 12 chapters in the U.S and Canada as well as our C-Suite Campbell Soup mentors.

  • Event production

    Planned and executed online and offline events across chapters. Event formats varied from intimate Jeffersonian-style dinners and interactive brainstorming sessions to cook-off challenges and virtual mentorship sessions.

  • Surveys and product co-creation

    Gathered in-depth insights from members around their attitudes and preferences when it comes to food consumption and brand perception. Research methodologies included surveys, product sampling and in-person ideation sessions.

Community Management Technology

Designed and developed a custom community portal for Camp Campbell members to connect with one another, access member-generated content, RSVP for upcoming events and give ongoing feedback.

The Results

  • The community grew from 40 women across 4 chapters in Year 1, to over 200 women across 12 chapters in Year 3

  • The Camp Campbell digital portal is the first branded community management portal of its kind

  • Member insights have been invaluable in informing several new product launches and internal initiatives, including “What’s In My Food”

  • Average member NPS score for events of 85%

  • Purpose Generation was asked to present the Camp Campbell initiative to the Campbell Soup Company Board

200+
Women
12
Chapters
85%
NPS Score
50%
of Members Are Founders or CEO's
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