CAMPBELL STIRS UP MARKETING CONSOLIDATION

RUSSELL REDMAN

CAMDEN, N.J. -- Following a restructuring of its sales force last summer, Campbell Soup Co. here has consolidated marketing for its grocery food products.

A newly formed division, U.S. Grocery, combines the former U.S. Soup and Meal Enhancement groups, bringing heat-processed businesses like Campbell's soups, Pace Mexican sauces, Prego pasta sauce, Franco-American canned pasta meals and V8 vegetable juice under one umbrella.

Campbell's frozen food brands, which include Swanson and Pepperidge Farm, and specialty grocery products like Vlasic pickles and Marie's dressings, were merged into a new group called Frozen & Specialty Foods. The company's global businesses remain under the International Grocery division.

The changes become effective March 1. Campbell's sales force was revamped in August. "We decided [then] that instead of having a number of different people from Campbell Soup Co. calling on our customers, why not go to them with a single voice? That kind of thinking went into how we are going to market our product as well, because sales and marketing go hand in hand," said Kevin Lowery, director of public information at Campbell.

Besides promoting sales and marketing efficiencies at Campbell, the restructuring facilitates buying and merchandising for supermarkets, Lowery said.

"We can now get a lot more benefit out of marketing, planning and selling all of our products together within [the grocery] division," he explained. "You're going to know what the big events will be throughout the year so that you can plan well for it, sell well against it and market well against the consumer."

Robert F. Bernstock, elected corporate vice president, was named president of U.S. Grocery. He was president of the International Grocery division.

Within U.S. Grocery, Daniel O'Neill was appointed president of U.S. Soup, and Alfred Poe continues as president of the Meal Enhancement group, which focuses on the V8, Prego and Pace brands. O'Neill had led the reorganization of Campbell's U.S. sales force as president of U.S. sales and, before that, served as president of Campbell's Canada.

Kathleen MacDonnell, formerly president of Frozen Foods, was named president of Frozen & Specialty Foods.

F. Marty Thrasher, president of U.S. Soup since 1993, succeeds Bernstock as president of International Grocery. He now is responsible for Campbell's businesses in North and South America, Europe and Asia.

Bernstock, Thrasher and MacDonnell continue to report to David W. Johnson, Campbell chairman, president and chief executive officer. With the realignment, Poe and O'Neill now report to Bernstock.