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Global

Campbell’s heats up digital focus amid marketing reformulation

Brand: Campbell’s

Campaign: Goldfish Back-to-School Campaign

Source: https://www.marketingdive.com/news/campbells-heats-up-digital-focus-amid-marketing-reformulation/829764/

Goal: Drive trials of product innovations for Goldfish snacks

Claim: Better-for-you positioning highlighting real cheese and no artificial flavors

Media: Social media, influencer marketing, e-commerce, artificial intelligence-powered platforms

Summary: Campbell's is reformulating its marketing strategy by increasing investments in social media, influencer marketing, and e-commerce to adapt to changing consumer habits and improve sales. The focus is particularly on the Goldfish brand, aiming to enhance its market presence and promote new product offerings. The campaign developed with Mischief @ No Fixed Address emphasizes the healthier aspects of Goldfish snacks, which includes real cheese and new product options.