Shopper / Campbell’s

Consumers Warm Up To Soup:
Helping Campbell Soup Company Reconnect Through Redesign

Challenge

Campbell had extensive quantitative and ethnographic research on the emotional strength of its soup products. But in spite of warm, comforting associations in-home, consumers were beginning to cool off to purchasing soup in stores. Faced with declining sales, Campbell needed to inspire change at the retail level and within its brand by finding opportunities to emotionally connect with budget-conscious consumers. They turned to Innerscope to help rejuvenate and redesign their in-store display, product label and marketing.

Solution

Innerscope worked with Campbell on a landmark study of how today’s shoppers engage with products, particularly how shelf layouts, product groupings and on-shelf communications influence the buying process. Through virtual and in-store testing using its proprietary Biometric Monitoring System™, Innerscope found that consumers’ positive affinity for Campbell soup often decreased when they entered a store, so Campbell needed to address this decrease and improve merchandising effectiveness. Innerscope identified strengths and weaknesses of the soup aisle’s traditional organization and ultimately provided Campbell with guidance on how to improve shelf configurations, display signage and labels to powerfully and positively resonate with consumers. Armed with Innerscope’s insights based on its unique Biometric Impact™, Campbell embarked on a historic transformation of both its iconic label and in-store displays.

Results

• Innerscope’s results guided the commercially successful transformation of Campbell’s iconic soup label and in-store Maximizer display, resulting in coverage in the Wall Street Journal and other media outlets.
• Campbell improved its merchandising effectiveness and shopper satisfaction by making it easier for consumers to find their soup of choice.