insights & strategy

BUILDING AN INFLUENTIAL COMMUNITY OF FEMALE MILLENNIAL FOODIES

SHARING FOOD AND CONVERSATION

THE CHALLENGE:

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

OUR APPROACH:

Inspired by Campbell Soup CEO, Denise Morrison, we built Camp Campbell: a community of more than 200 millennial females across the 12 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 have the opportunity to connect with C-suite executives to discuss topics such as mentorship, purpose-driven leadership, and millennial consumption patterns. In exchange for this unique access, the community provides invaluable feedback to Campbell leadership on everything from new products to the way they purchase, prepare, and consume food.

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. 

  • Event production

    Continue to plan and execute online and offline events across chapters. Event formats vary from intimate Jeffersonian-style dinners and interactive brainstorms to cook off challenges and virtual mentorship sessions. 

  • Surveys and product co-creation

    Continue to gather in-depth insights from members around their attitudes and preferences when it comes to food consumption and brand perception. Research methodologies include 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.

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The Results

Since the launch of Camp Campbell in 2013, the community has grown from 40 women to almost 250 women across 12 city chapters. Our community management portal has allowed us to enhance and optimize member engagement, resulting in a measurable ROI for the Campbell brand. Purpose Generation was asked to present the program to the Campbell Soup Company board in January 2016. 

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