Campbell: encouraging innovation from outside
Published:07-April-2009
By Datamonitor staff writer
Campbell Soup Co has thrown the door open for anybody to make suggestions that will help business by unveiling its 'Ideas for Innovation' program. It is presented in the form of a website, on which budding inventors can submit ideas regarding any area of operations. This draws on the emerging 'crowd sourced' trend which promotes interactivity between manufacturer and consumer.
Campbell has launched a website inviting anybody to submit ideas for potential innovations.
Given the importance of innovation in today's market, Campbell Soup Co has decided to draw on inspiration from as many different sources as possible. The launch of its new 'Ideas for Innovation' website allows consumers to have a say in what products they purchase, how they are packaged or even what impact they have on the environment.
In the company's Q2 report, it was revealed that sales had declined 4% to $2.122 billion. Despite this fall, president and CEO Douglas R. Conant emphasized that he was pleased with overall performance. He specifically cited the importance of innovation, stating that "product innovations in ready-to-serve soups and effective marketing of our condensed portfolio have resonated with consumers as they eat more meals at home".
Campbell chief strategist Carl Johnson explained the decision: "We are committed to improving our innovation results, and a key element in this improvement requires us to be open to ideas from both inside and outside the company. The Ideas for Innovation website is one of the ways we are accessing innovation from outside sources."
The strategy of 'crowd sourcing' is often effective because it encourages consumers to relate to brands and think more about the products and services which they offer. Walkers' 'Do us a Flavor' campaign, in which consumers submitted their idea for unique flavors for crisps, was successful in increasing interest in the brand. Indeed, sales rose 14% year-on-year following the induction of the campaign. Campbell also runs a similar initiative called Campbell's Kitchen, in which consumers are encouraged to specifically submit recipe ideas for foods and beverages. By listening to the ideas of anybody who wishes to suggest them, Campbell does not appear faceless and unapproachable. This is crucial in building up consumer trust at a time when economic pressure means the demand for comforting products to be eaten at home is rising.
