Bringing Soup Strategy To A Boil; Moya Brown is helping Campbell's fi ght for share by unifying the company's departments and brands

It probably wouldn't surprise anyone to learn that Moya Brown has a pair of Converse sneakers adorned with Andy Warhol's iconic Campbell's Soup Cans art. The limited edition shoes quickly sold out in 2015, but Brown made sure she got a pair because, as VP of marketing at Campbell'...

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Bibliographic Details
Published in:Strategy 2017-01, p.A.18
Main Author: Haynes, Megan
Format: Article
Language:English
Subjects:
Consumers
Cooking
Divisions
Executives
Food
Food processing industry
Ingredients
International
Marketing
Marketing management
Recipes
Soups
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Summary:It probably wouldn't surprise anyone to learn that Moya Brown has a pair of Converse sneakers adorned with Andy Warhol's iconic Campbell's Soup Cans art. The limited edition shoes quickly sold out in 2015, but Brown made sure she got a pair because, as VP of marketing at Campbell's, she likes to walk the branding walk. What might be a surprise though, is the broader problem those sneakers represent to Brown, who took the marketing helm at the food company in 2014. "Historically, we've done a wonderful job connecting with [consumers] and achieving [household] penetration," she says. It has still seen its overall sales decline in recent years. But despite the broader industry challenges, Campbell's has set itself ahead of the pack - and under Brown's leadership, it might be starting to turn the tides.
ISSN:1187-4309