Brave Commerce: Collaborative Leadership – A Case Study of Campbell's Omnichannel Success

Episode Release Date: October 15, 2024
Hosts: Rachel Tippograph (Founder & CEO, MikMak) and Sarah Hofstadter (President, Profitero)

In this insightful episode of Brave Commerce, Rachel Tippograph and Sarah Hofstadter delve into the collaborative leadership strategies that have propelled Campbell's Snacks to omnichannel success. Featuring Jan delucan, Chief Marketing Officer (CMO) at Campbell Snacks, and Mike Pearson, Head of Sales at Campbell Snacks, the discussion provides an in-depth look at how cohesive sales and marketing teams can drive innovative product launches and sustained growth in the competitive eCommerce landscape.

Introduction to Campbell's Snacks Portfolio

Sarah Hofstadter kickstarts the episode by highlighting the diverse range of brands under Campbell's Snacks, including iconic names like Goldfish, Pepperidge Farm, Cape Cod Chips, Prego, and Snyder's of Hanover Pretzels. This broad portfolio underscores the division's robust presence in the snack food market.

Sarah Hofstadter [04:00]: "Goldfish. Goldfish is part of the Campbell Snacks portfolio."
Rachel Tippograph [04:01]: "Cape Cod chips."
Sarah Hofstadter [04:22]: "We've got Kettle Chips. We got Late July. We got Lance Snack, Landscrackers."

Strategic Shift: From Kid's Crackers to All-Family Snacks

Jan delucan explains the strategic pivot that transformed Goldfish from a predominantly children's cracker into an all-family snack, driven by the revelation that nearly 50% of Goldfish consumption occurs among adults—a significant market opportunity previously untapped.

Jan delucan [07:38]: "We discovered that nearly 50% of Goldfish consumption was happening with adults. This led us to pivot from cracker to snack, opening up new growth avenues."

Innovative Product Launch: Goldfish Crisps

The conversation transitions to the Goldfish Crisps launch, a product inspired by potato chips yet retaining the playful shape characteristic of Goldfish. Jan and Mike discuss the collaborative efforts between sales and marketing teams to develop and execute this innovation.

Jan delucan [10:19]: "Once we knew where the vision was going, it starts with high levels of trust in the partnership. We brought our commercial teams together to plan a best-in-class launch."

Cross-Functional Collaboration and Common Goals

A key highlight is the "commercial forum" established by Jan and Mike, fostering a unified approach between sales and marketing. This forum emphasized common purpose and shared KPIs, such as speed to shelf and timely execution, ensuring that both teams worked synergistically towards the launch goals.

Mike Pearson [15:17]: "We were so maniacally aligned on the objectives—speed to shelf, time frame. It wasn’t about who was in sales or marketing; it was about a common goal."

Retail Partnership and Omnichannel Strategy

The panel delves into the strategies employed to secure retail partnerships, focusing on category growth and ensuring that Goldfish Crisps were positioned effectively both physically and digitally. Emphasis was placed on custom displays, online discoverability, and sampling initiatives to drive consumer trials and boost online ratings.

Jan delucan [18:06]: "We weren't going to go in the chip aisle. We leveraged display and discoverability to help retailers grow the cracker category alongside our innovation."

Addressing E-commerce and Data Alignment Challenges

Sarah Hofstadter and Jan discuss the complexities of synchronizing data from various retail partners and the importance of democratizing data for precise consumer targeting. They highlight the necessity of transparency with retail partners regarding investments and the effective use of data to enhance marketing strategies.

Mike Pearson [26:13]: "Building transparency with retail partners on all the costs is crucial. We need to know where all the money is spent and ensure it drives a return for both parties."

Balancing Brand Support Within the Portfolio

Rachel Tippograph sheds light on how Campbell's prioritizes brand support within its portfolio, focusing resources on brands like Goldfish that deliver significant growth and profitability while tailoring support strategies for other brands based on their unique market positions.

Rachel Tippograph [32:12]: "We feed the ones that are going to deliver the most growth. Goldfish is a billion-dollar business, delivering strong growth, and it receives full spectrum support."

Lessons in Collaborative Leadership and Innovation

The episode culminates with the hosts and guests reflecting on the bravest actions they've undertaken in their careers, emphasizing the importance of risk-taking, transparency, and shared leadership in achieving successful outcomes.

Rachel Tippograph [33:30]: "I flew to South Korea alone to teach English for a year. It was one of the bravest things I ever did, teaching me a lot about myself and my culture."
Ryan Reynolds [34:17]: "The bravest thing I've done was resigning from Pepperidge Farm to start a snack food innovation company from scratch. It taught me about risk tolerance and speed in innovation."

Conclusion

Rachel and Sarah wrap up the episode by celebrating the success story of Campbell's Snacks, underscoring the vital role of collaborative leadership in navigating the challenges of omnichannel marketing and sales. They invite listeners to explore more episodes featuring dynamic duos who are shaping the future of eCommerce.

Notable Quotes:

• Jan delucan [07:38]: "We saw an opportunity to take inspiration from another category, chips, and create our take on a potato chip while retaining the fun shape of Goldfish."
• Mike Pearson [15:17]: "Our teams worked together seamlessly. We were so united that the teams started solving gaps without us having to intervene."
• Ryan Reynolds [26:13]: "Transparency of investment costs has to happen because there isn't any more money left for all of us to find new investments."

This episode offers a comprehensive case study on how Campbell's Snacks leverages collaborative leadership to drive innovation, foster seamless sales and marketing integration, and achieve omnichannel success in a dynamically evolving market.