Soup: Campbell Soup Co.

JULIE GALLAGHER

THE CAMPBELL SOUP Co. hasn't even finished converting all of its 21,000 IQ-Shelf Maximizer systems for improved shopability, but it's already gotten the thumbs up from consumers.

Instead of organizing soups by attributes such as chicken or beef vegetable, as was the case with the old system, upgraded units break soup into color-coded and benefit-based categories including Classic Favorites or trusted varieties with high penetration; Taste Sensations, soups with adventurous flavor profiles; Healthy & Delicious items touting overt health claims; and Healthy Kids for nutritious soups geared toward children.

Campbell's research shows that when presented with a unit that's easier to shop, consumers will spend about 20 seconds, rather than 50, finding the soup they set out to buy. The time saved can then be used to browse additional varieties, creating an incremental sales opportunity.

Retailers benefit not just from a lift in sales of Campbell brands but also their own corporate brand soups, which typically occupy the units.

Research shows the improved system is working.

“Based on in-store interviews conducted in July, shoppers feel that the new visuals on the gravity-feed fixture labels — in particular the soup images, product names, key ingredient call-outs, and use of colors to group like items — made shopping for soup much easier and faster,” said Joe Ruiz, director of merchandise strategies for Campbell. “Finding the items on their shopping list was simplified as was the ability to discover new varieties of interest.”

To date, 85% of IQ-Shelf Maximizer systems have been replaced or upgraded. But those aren't the only changes underway in the soup aisle.

Campbell also endeavors to revitalize soup sales by positioning brands like Campbell's condensed, Chunky, Healthy Request and Select Harvest soups as part of the simple meals category. Last month, it launched the “It's Amazing What Soup Can Do” campaign. Including television, print, radio and online ads, the effort combines the budgets of the company's U.S. soup brands, with spending levels topping $100 million over an 18-month period.

“We reviewed 60 years' worth of advertising to better understand what worked and why,” said Andrew Brennan, Campbell's vice president and general manager of U.S. soup, in a statement. “Historically, our advertising worked best when it showcased Campbell's soup as an indispensable food for any occasion. Our new campaign gets back to highlighting the versatility and variety of our soups and reminding people of all the amazing things soup can do.”

COMPANY TO WATCH

GENERAL MILLS: General Mills has added a variety of new soups to its Progresso lineup this fall, including an ethnic line. It's also added cholesterol-lowering benefits to some soups and introduced the first cream-based light soup in the ready-to-serve category. Progresso's first chili soup is a new addition to its High Fiber line-up.